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IS NETWORK TV THE WALKING DEAD?

April 17, 2014

Broadcast networks (ABC, NBC, CBS, etc.) have been the backbone of TV advertising for decades. But the broadcast world continues to change dramatically. Just take a look at what programming you see now on cable. There was a time when cable networks relied almost 100% on re-running old broadcast TV shows.  Now, cable networks are the home of many of the most watched TV shows in America.

That is why the media world was shocked when one of the least watched broadcast networks, MyNetworkTV, which lives off very, very old TV re-runs,  acquired the rights to a cable TV show – AMC’s The Walking Dead – the top rated show on TV outside of football for the 18-49 demographic.

Network TV buying cable TV programming reveals a lot about the future of television. Network TV is literally fighting for survival. Cable TV is pioneering quality programming, and local broadcast channels are doing whatever they can to connect to their local communities as online streaming threatens everyone.

So, what does all this mean for advertisers? It means that your TV media buy must include all forms of broadcast – local, network, cable, streaming – if you leave any piece out, you could miss a big part of your audience.

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