Saturday, March 10, 2012

Where's The Summer Programming?

It's a realistic question from those who purchase primetime advertising on local television more than 10 weeks from now..  and from those who sell it.  The latter group are my primary clients, but I try to think like their clients, too.

So, everyone wants NBC to have something to sell.  But...

Even those websites who faithfully track the press releases and spin from the networks have no real clue.

In multiple markets, the variety of suggested replacement programming provided by local stations in the absence of real schedules is jaw-dropping.  But for researchers, it's really tough trying to come up with realistic audience estimates for a multitude of possibilities both on NBC and other networks.

Perhaps there is less time pressure on NBC for summer prime programming now that Olympic Trials are filling 14 hours in June and July, and everyone hopes for Games 5, 6 and 7 of the Stanley Cup.

How is your station handling the sales of summer prime when you have no idea what it is you are selling?

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