Garnett: During the Olympics, media buyers typically are forced
to shift monies around to maintain budgets. I expect we’ll see
the same this year and see some who plan to reduce spend during
that time. The reality is that NBC has to maintain high prices
for inventory in order to recoup as much of its spending as it can.
The performance-based media impact from the Olympics will be
more evident on the cable networks than on the broadcast networks since that’s where we tend to spend the most money.
Lee: We typically have a large arsenal of properties that we air
for each of our clients — so while we might be locked out of a
handful of networks for a short window, there are several other
options to air. Additionally, we have also accounted for this
event in our annual client budgeting process and have slightly
reduced spends planned for these weeks given the influx of dollars going to the Olympics. We also know viewership patterns
change, so we want to focus on our best performing media tactics
to ensure efficient results can be maintained during this window.
Lyons: While there will be some effect in terms of inventory
availability, the market is deep in terms of choices — and per-
formance-based marketers will be able to achieve success as they
have during countless similar big events that have occurred over
the years. What we have always seen in the performance-based
space is excellent ability by marketers to adapt to the changing
Stacey: You can’t play if you can’t pay. DR campaigns are accountable for results and when costs rise, you go elsewhere or
wait it out until rates become feasible again.
Yallen: While most performance-based marketers do not traditionally rely on NBCU properties to generate leads, it will still
have a cascade effect on the overall inventory situation. The
most-likely scenario is that many general advertisers — who
do rely more on these properties — will need to shift portions
of their buys to other networks. This in turn will preempt DR
advertisers, who will be forced to shift away from some preferred
performance-based vehicles, and search out alternate opportunities.
Also with respect to the Olympics, this dynamic will impact
many local market campaigns that traditionally rely on the NBC
affiliates and cause a substantial spillover effect as advertisers
transfer their schedules to other stations in these markets. ■
Jordan Whitney, Inc.
360 E. First St., Suite 593
Tustin, CA 92780
Phone: 714-832-3353; Fax: 714-832-4422
Andy Khubani, President and CEO
For the complete and unabridged answers to these questions from our
esteemed Advisory Board, find the March issue online now at www.