ABC television network head to their largest advertising sales season this week, like Netflix streaming service competition, players compete for online advertising dollar to fend off the the zombie duck hunting cable click starring.
Increased competition will force ABC, CBS (CBS), Fox and NBC's lowest average interest rate rose to settle in the three years of pre-sales season, Wall Street analysts said.
In the filming process, network preview display their fall schedule, trying to convince advertisers to buy billions of dollars worth of commercial time in advance.
The broadcast command premium advertising rates, because they are still far greater than any single cable channels ratings to reach the audience. Early interest rate may be increased by an average of 6% of the broadcast book value of about $ 90 billion during the filming of the ad inventory, estimated at Barclays Capital (Barclays Capital).
Although 6%, far more than the annual inflation rate of 1.3%, lower than the network in recent years to enjoy the rich benefits. The early advertising rates the same period last year increased by 7.5%, and 11.1% in the previous year.
"For the network, they may feel very challenge, they have more competitors, faced with lower-rated, said:" The chief economist Mark Fratrik, media research firm BIA / Kelsey.
"Advertisers have more places to go, so broadcast may be a little reticent to try to promote stronger (rates), even if there is such a powerful economic Fratrik.
The biggest distraction of the audience is cable TV, mass production more clicks, to attract the eye from the Big Four. AMC's zombie thriller "The Walking Dead" and A & E reality show "Duck Dynasty" long distance in the the broadcasting medium-sized audience. "The Walking Dead" is an average of 10.7 million viewers this season, more than all but the top 12 radio and television programs.
Hulu and Google's YouTube online video players compete for advertising dollars, viewing time increased in Netflix streaming service is a major push into original programming and programs, such as political thriller "House of cards."
In addition, the network did not get full credit for the audience to capture their favorite programs online in the Nielsen ratings.
So far this season, the combination of four television prime-time ratings fell 7.5%, the largest six years, lower than last year, according to data provided by Nielsen horizon media and live viewing and recording and watch the show on the same day .
The advertiser push the low interest rates
Advertisers plan to use a reduced number of eyeballs, to promote the reduction rate increases in the annual scrimmage. Network executives countered in recent years, at any one time, they still provide the largest number of viewers.
Broadcasting Corporation is the largest sporting events, attract paid advertising income, because viewers tend to look at their lives did not skip ads.
CBS (CBS), the total audience ratings leader, is expected to score the biggest climbing 6.5%, Barclays Bank predicts that, by ABC, Fox 6% and 5.5%, and NBC 5%.
"I am very optimistic about the pre-market, CBS's CEO Leslie Moonves said:" On May 1 conference call.
Moonves network led advertising coveted 18 - 49 year-old age group, released February's Super Bowl broadcast. Super Bowl, CBS (CBS), down 5.7% in the same day, the total audience rating.
Fox's audience fell by 16.7%, of the season to pull down incomparable singing contest "American Idol" audience dwindling. "
Basement for many years in the ratings, NBC, gaining ground in the fall, but in the new year, its popular singing contest "voice" in the gap to shake. The season's latest rating is flat. ABC's audience fell by 9%.
Could be worse
Despite these challenges, the 6% rate hike is still a healthy growth, analysts say, the demand for radio and television advertising time is still the preferred platform for advertisers to reach a large audience.
"Despite some chatter where television advertising held up very well," said Morningstar analyst Michael Corty.
If the network is not like what they see in the pre-season, they can hold in inventory, and sell it later at the last minute "decentralized market.
In order to better competition, a one-hour cable hits such as "Homeland Security thriller" Thrones "fantasy series of games, the network provided by their dramatic fare, hoping to get the audience to adjust every week to catch up with the latest in running in the story twisted.
Fox has picked up the starring legal drama "rake" Emmy Award winner Greg Kinnear, and NBC has ordered "I believe the supernatural drama" Lost "creator JJ Abrams.
In other upcoming new show, ABC shield, Marvel Comics intelligence agencies on the basis of, the drama of the "Avengers" director Joss Whedon.
"Everyone is still looking for the next film," said Darcy, U.S. media agencies Starcom Officer Bao. "It's still kind of adhere to the gold standard for prime time."
 
 



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