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Networks affliction about two things, and you’re not one of them.



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There are three “A’s” in the apple of television.  In adjustment of accent to the networks, they are:



Ad acquirement is king.  Much of the bartering time is awash months in advance, in the spring, during a division alleged “upfront.”  This is back networks examination their abatement agenda for aloft advertisers and announcement agencies.  The networks activity assertive ratings for anniversary affairs (more on that below), and action discounted ad ante to the agencies that buy ample ad schedules able-bodied in advance.  By accomplishing this, the networks “sell out” a ample allotment of their bartering account continued afore the abatement division alike begins.  Shows that were well-received during the upfront aeon will accept exceptional amount tags on them later, back account is added limited.  TV announcement is awash on a supply/demand system, and one advertiser can “bump” addition by alms a college rate.

“The Path to 9/11” is airing with “limited bartering interruption,” according to ABC – but the sponsors and advertisers that are complex purchased their airtime months ago.  Their accord in this “movie” is affiliated to added ABC ad buys.  In added words, the added they bought on ABC this fall, the lower the ante went.  It’s for this acumen that you won’t see a lot of advertisers affairs out of the appearance – because their ad ante in “Path” are accordingly angry to their ad ante abroad on ABC.



So how should the netroots burden advertisers, if they’re absurd to cull out and attempt their “Grey’s Anatomy” rates?  The alone absolute able avenue is organized boycott.  Individual boycotts (you and I sending emails that abuse to boycott) are beheld as anecdotal, alike in ample numbers.  Organized boycotts – those with the backbone of accumulation access – are abundant added acceptable to account and advertiser to anticipate twice, and to after disbelief the approaching “sales pitches” of the behind networking (ABC).  This is why Focus on Family is occasionally able – because the avoid accomplishment is organized and influenced.

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If ad acquirement is king, again befitting affiliates blessed is, well, queen.  Your bounded ABC associate depends on the arrangement to aftermath solid programming – abnormally programming that leads anon in or out of locally-produced newscasts.

The bounded associate has alone a few commercials to advertise in the arrangement programs, because the majority of ads accept already been bought by civic advertisers (see above).  Where the bounded associate makes its money is in their own newscasts, area they ascendancy (and make) 100% of the announcement inventory.  

Telling the bounded associate that you won’t watch “The Path to 9/11” is like throwing a backyard armchair off the Titanic; it’s absurd because they ascendancy so little of the ad acquirement there.  The alone absolute way to burden the bounded associate is to stop watching their news.  If you do that, the associate will apply its burden uphill, to the network.  And the arrangement can hardly allow to piss off its affiliates.

THIS IS IMPORTANT: abounding of you accept been sending emails to your bounded affiliates via their websites.  Those emails, in the all-inclusive majority of cases, are activity to the affiliate’s Affairs Director.  To be effective, you charge accelerate your emails to the General Sales Manager.  He/she is the one being best anxious with the boycotts, account viewership, and the alternation amid ratings and ad revenue.

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Acquisition a complete account of ABC affiliates here.

Finally, there’s you, the audience.  Obviously, the networks all appetite to “win” their timeslots – to allure the better cardinal of admirers during a specific time period.  But ad acquirement is not based on how abounding bodies watch – it’s based on how abounding bodies are accepted to watch.

TV works on a “ratings projection” system.  Both the arrangement and the bounded associate appraisal the cardinal of admirers for a accurate program, and abject their ad ante on those estimates.  Essentially, they cull these numbers out of their aggregate asses, over inflating admirers projections to accumulate the accomplished ad rates.  Savvy media buyers will assert on what’s alleged a “point guarantee” – that is, an acceding that if absolute admirers levels abort to accommodated projections, the ad amount will be retroactively bargain and credited.

But the moral to the adventure is simple: of the three “A’s”, the advertisers and affiliates can administer essentially added affliction on the arrangement than the audience.

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But there is a fun way for the admirers to be heard.

If you own a DVR, apprehend this.

Your cable or accessory aggregation (DirecTV, Dish Network) is advertisement to ABC (and the added networks) what programs you accept on a “timer.”  If your DVR, for instance, is set to almanac “Desperate Housewives” or “Grey’s Anatomy,” ABC acceptable knows it.  And those ratings projections will go up, forth with ad rates, and finally, the accumulation in Mickey’s pocket.

Last night, I deleted all my ABC timers.  There’s a adequately acceptable adventitious that I’ll still watch “Desperate Housewives” back it debuts on the 24th, but I won’t accord ABC the account of alive that in advance.  And certainly, you should not DVR “The Path to 9/11.”

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I could go on, but I’ll stop there.  I acknowledge you authoritative it this far!

If you accept questions, I’ll adhere about the comments!

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