Inside Move: Touting power of b’cast TV

Campaign timed to upcoming upfront ad buy market

NEW YORK — This week, the six broadcast nets and the Television Bureau of Advertising (TVB) will undertake a first-ever trade ad campaign pumping up the power of broadcast TV — no matter all the hoopla over cable.

The ads, to run in Advertising Age, Adweek, Brandweek, Mediaweek and the New York Times, will list Nielsen Media Research numbers showing broadcast programs still draw far greater auds than do cable shows.

Unprecedented partnership between the broadcast nets and TVB is timed to the upcoming upfront ad buy market. This year, advertisers have made it clear to media buyers that they are considering diverting money away from broadcast buys to other media, such as cable and the Internet.

Campaign was orchestrated during a series of meeting over the past few months between the nets and TVB, which reps more than 500 individual TV stations across the country, as well as network O&O stations. Ads were created by the NBC Agency.

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