Syndicators Press Lasting Power of Predictability

摘要

Syndicators are taking a two-pronged pitch to advertisers at this year's upfronts. First, they are pressing the reliability and efficiency of the format. Syndicated shows air five days a week, are mostly watched live and offer predictable ratings. Second, syndication also tends to be a value buy for advertisers, with cost-per-thousands (CPMs) far below their primetime compatriots but with often comparable reach. "Syndication offers great production value, ratings and reach, and you are buying only programs that deliver your target," says Michael Teicher, Twentieth executive VP of media sales. "Our ads are viewed live and viewers recall them. Nobody skips our ads because everyone watches our shows live."