Hasta La Creative!

Madison Avenue isn’t concerned over reports that Apple is talking with TV networks about a service that would help viewers skip commercials.

Apple wants to pay networks for the ad revenue they would lose, according to a report by former Wall Street Journal reporter Jessica Lessin. But media buyers say they don’t believe TV networks will go along.

“The networks are very unlikely to support any service with their linear feed that allows for commercial messages to be skipped even if they get some form of compensation,” said Rino Scanzoni, chief investment officer for WPP’s Group M, in an email. “This is not a viable economic model and subscribers to the system would not pay an adequate premium to compensate for it.”

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