Aol Halts Network Ad Buys For Next Season
Raising new questions about its longterm viability, AOL has canceled advertising deals made during the upfront market with broadcast and cable networks, Advertising Age reported on its website Wednesday. The trade publication, citing figures from Nielsen Monitor-Plus, noted that AOL spent $136 million on broadcast advertising and another $100 million on cable in 2005. A spokesperson for the company explained that it was "revamping our creative strategy" and therefore "thought it best to step back before making such a large commitment upfront." Today's (Thursday) Wall Street Journal reported that AOL is considering offering its entire service free to broadband users and transitioning to an operation that would be supported almost entirely by ad revenue.