A near-crisis situation for ‘Hostages’
By Brian Wheelis • September 30, 2013
One of the great challenges of media buying is recognizing the winners and losers before they are judged so by television viewers. Coming out of the May TV Upfront season, media buyers must see past the “star power”, past the promotional schedule on the home network and past the sales pitches of hundreds of seasoned sellers to recognize what viewers will gravitate towards. In essence – give the opportunity to record up to four shows simultaneously, what do I choose and in what priority. And when I get around to #2 and #3, will I get to them before I have to move on to next week’s shows and if I do watch them, will I watch the ads? This is the art & science of media buying and the true value of an agency that understands the attitudes of their brand’s consumer can bring – because you don’t always have to buy #1.