SBD/18/Sports Media

WARNER BROTHERS NETWORK TO GIVE "MAKE-GOODS" T0 ADVERTISERS

     Overnight numbers for the WB Network "barely made a ripple
on the national pond."  The network averaged a 1.9 rating and 3
share for its 8-10pm debut last Wednesday.  Because of the low
numbers, WB "starts out having to give make-goods to advertisers
who were promised a 3 rating for the debut."  The network had
planned ahead and withheld 25% of its advertising inventory "in
order to make up for the shortfall."  James Kellner, head of WB,
dismissed the "dismal national numbers" and pointed to
"encouraging local-market performances," including New York where
the WB affiliate WPIX recorded a 6.9/10 average.  Kellner would
like to have "higher numbers" among the network's core
demographic of 18-34 year old, and the network is working on
promotions to build viewer awareness for the new shows (Steve
Coe, BROADCASTING AND CABLE, 1/16 issue).
     GM'S POLLED: BROADCASTING & CABLE surveyed 150 randomly
selected TV station GMs on the viability of a 5th network.  63%
believe there was room for a fifth network, but only 22% polled
said a sixth network would survive.  Of those who said only one
can last, 64% picked United Paramount Network, with 21% choosing
WB (B&C, 1/16 issue).
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