TV viewership shortfalls in the fourth quarter have added to networks’ advertiser liabilities and created more urgency to settle those debts.
| TV networks are overdue on their bills to advertisers. As traditional TV viewership has slipped over the past several years, TV networks have fallen short of the viewership guarantees made to advertisers. Therefore, they have accumulated debts in the form of make-goods, or inventory owed to advertisers in order to make up for said shortfalls. Those debts have continued to pile up in the fourth quarter, further tightening the already constrained TV ad market and pushing networks to prioritize wiping their ledgers. Read more below. TV viewership shortfalls in the fourth quarter have added to networks' advertiser liabilities and created more urgency to settle those debts. Giant Spoon's new Diverse Audience Marketing division aims to help brands improve culture and make more authentic connections with diverse audiences through their advertising. New Digiday Research for Digiday+ members: The media industry lost more jobs in 2020 than it did in 2008 or 2009. Other things to know about A growing number of gaming app developers are abandoning the traditional waterfall approach to ad monetization. In this new interview, Natan Finger, Chief Revenue Officer at Fanatee, unpacks the advantages of app-based bidding. Sponsored by Facebook Audience Network. In this new playbook for publishers, learn how to build a modular suite of ad products that makes the most of audience data in the post-cookie era. Sponsored by Celtra. | | |
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