Flagging ratings worry CNN sponsors. (Cable News Network)
Multichannel News, June, 1994 by Moss, Linda
As the cable upfront market breaks, some advertisers and ad agencies are voicing their concern about Cable News Network's ratings falloff this year. Several media buyers said they are perturbed that despite its viewership slippage, the Turner Broadcasting System Inc. network is asking for double-digit price increases for the upfront.
This is even as CNN, which just launched an internal evaluation of its programming, is providing bonus make-goods to advertisers because of its audience underdelivery. "They'll have to slash prices because they're not delivering," said Bill Croasdale, president of national broadcast at Western International Media Co. "They have said that they'll address the [underdelivery] issue in our next buys." CNN ad sales officials,...
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