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STUDIOS WITHDRAW ADS FROM NETWORK TV
Friday, June 1, 2007
Given the increasing use of digital video recorders, some movie studios are balking at paying high prices for ads to promote the opening of their latest releases when people might skip the ads entirely or watch them after the movie has already opened. "For the studios, the commercial message is timely. It has to be day-specific," Jeff Robinson of Palisades Media Group, which handles buying for a number of movie studios, told today's (Friday) online edition of Advertising Age. Reporting on the growing reluctance of studios to commit large chunks of cash to television marketing, the trade publication observed, "Movie ads that air Thursday nights on big network programs are often designed to get people to attend a movie opening the next day, and so would be worth less if viewed even 48 hours later." 
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