For years, TV networks like ABC, CBS and NBC got nervous about running commercials that touted their rivals’ wares. The media companies appear to be ripping a page from old playbooks. Running ads for opponents only complicates those efforts. Paramount, Disney, Warner, Fox and NBCUniversal are under tremendous pressure to demonstrate not only subscriber growth, but an increase in hours spent with their individual services. In an era when media companies are frantically working to sign new subscribers, an ad for an adversarial streaming service, so the thinking goes, is tantamount to giving them a reason to exit. A spokesperson for Fox’s Tubi declined to respond to a query seeking information about that streamer’s policies regarding ads from broadband opponents. Discovery decllined to make executives available for comment. Netflix, Amazon, NBCUniversal, Paramount Global, Walt Disney and Warner Bros. NBCU’s Peacock will take ads from rivals, and so will Amazon’s Freevee, according to people familiar with those companies’ policies. And Paramount+, part of Paramount Global, tends to accept ads only from streaming competitors with whom the company might already do business, according to a person familiar with the situation. Netflix, Max and Disney’s Hulu and Disney+ do not accept ads that tout rival streaming services or the shows that run on them, according to executives familiar with the policies. But they aren’t hungry enough, it seems, to accept advertising that might tout a piece of content available on a rival service. Many of the companies that own streaming services have shown a new appetite for advertising.
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