Las repeticiones bajan los ratings

La cadena NBC tuvo que devolver dinero a sus anunciantes

NBC, la cuarta cadena de mayor audiencia de USA, ha tenido que reembolsar dinero a algunos anunciantes luego de que sus programas no alcanzaran los niveles de audiencia garantizados. Como creen que esta baja se debió a la huelga de guionistas que rige desde el 5 de noviembre (aún sin resolución) y a los fracasos de las nuevas series, los directivos de la cadena adoptarían en 2008 un formato, no guionado, muy popular: el reality.

Este formato ha funcionado muy bien para las otras cadenas: FOX "American Idol", CBS "Survivor" y ABC con "Dancing with the Stars" (formato original de "Bailando por un Sueño"), y aunque NBC nunca ha logrado tal éxito con este tipo de programas, su presidente y gerente de programación, Vince Manze, anunció que pondrán realitys en pantalla hasta encontrar su propio "American Idol". Parece que en una televisión sin ficción el reality es la solución para el rating.

CBS, ABC, FOX y NBC forman "los 4 grandes", las cadenas más poderosas de EE.UU. y aunque esta última sea la más afectada por la caída del rating, las demás también han tenido que recompensar a sus anunciantes, sólo que no usaron efectivo. Generalmente, la forma de resolver una garantía de rating es entregando más segundos, repitiendo comerciales en otros horarios como compensación, el problema de NBC es que está lleno para la temporada de Navidad y la única opción que le queda es pagar en efectivo.

En una declaración NBC dijo que fue una "muy pequeña porción" de su negocio sin dar una cifra oficial, pero según el sitio adweek.com pagaron un promedio de 500 mil dólares por anunciante.

Fuente: bloomberg.com

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Canal		Agosto	Septiembre
	Canal 13	11.7	14.3
	Telefe	10.1	12.1
	Canal 9	5.6	6.3
	América	5.1	5.7
	Canal 7	2.9	2.1

Fuente: IBOPE

Señal		Rating
TN		1.67
Crónica TV		1.03
Disney Channel		0.91
TYC Sports		0.88
Cartoon Network		0.84
Canal 26		0.8
C5N		0.67
Space		0.5
Fox Channel		0.49
TNT		0.41

Mes: Julio 24:00 Hs.

Fuente: IBOPE

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