Will Madison Avenue Be Bushwhacked?

摘要

Now that the election is over, the ad industry is sorting out what a second Bush term means for Madison Avenue. The overarching question: How will the moral-values agenda affect key ad categories and the shows that advertisers sponsor, a several billion-dollar haul for TV? For openers, indecency and violence are going to get "a searchlight of attention, "warns Dan Jaffe, senior vice president and head of the Washington office of the Association of National Advertisers (ANA). Advertisers aren't taking chances. To escape scrutiny, they will continue to embrace wholesome fare, like Gilm-ore Girls, 8 Simple Rules and American Dreams. All were initiated by the ANA Family Friendly Programming Forum, notes Brian Wieser, vice president and director of industry analysis at Magna Global USA. The media-buying unit for Interpublic Group's ad agencies just released a report outlining the potential economic implications of the Bush victory.