Viacom Lower Ratings Equal More Ad Time
Viacom is attempting to offset the lower revenue from ad sales that it now collects because of falling ratings by increasing the number of commercials at its cable networks, the Wall Street Journal reported today (Monday). According to the newspaper, which cited figures from Nielsen Research, the media conglomerate has increased ad time on its networks by an average of 9 percent from a year ago. Last year it boosted ad time by 7 percent. Viacom chief Philippe Dauman has acknowledged the increased ad load but said that the company regards it "as a temporary situation that we will address as ratings improve." But Jason Kanefsky of ad buyers MPG called the additional ad time on Viacom stations "incremental clutter." He told the Journal , "This strategy seems disconnected with their clients' needs."