The Unlikely TV Network on Everyone's Lips During Upfronts
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There’s one often forgotten TV network that’s been on the lips of media buyers during the annual upfront ad haggle, further showing the unusualness of this year’s marketplace. That network is ION.
Typically an after-thought on advertisers’ TV plans, the channel, which airs reruns of shows like “Law & Order: SVU,” “Criminal Minds” and “Blue Bloods,” is gaining some attention as media buyers look for outlets to place ad dollars as bigger cable channels command double-digit price hikes and turn away those who don’t want to pay.
Perpetuating ratings declines meant there was less inventory for top tier cable networks such as NBC Universal’s USA Network, FX Networks and Turner’s TBS and TNT to sell. This tightening in supply, and relatively strong demand from the buy side, allowed these networks to have an upper-hand in negotiations.
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