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TV Always Gets The Buy Before Radio?
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(10/2/2012 9:03:53 AM) Flag as inappropriate content
Pure and simple; agencies make big margins on tv production. Yes, radio can raise rates, but that doesn't matter to agencies, who in some cases make margins on the difference between their quoted CPP to the client and what they can actually bring the market in for. However, it's the high percent return on video production that makes tv so attractive to agencies.
It is my experience both in field and in conversations with Agency execs that the reason that TV is bought first is that it is THE MOST EXPENSIVE. Agencies can spend the media budget fastest on TV with the smallest expense in staff. Radio takes significant time and staffing because it is cheap. The solution is, and has always been: Rais the rates.
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Add a Comment
(10/2/2012 9:03:53 AM) Flag as inappropriate content
Pure and simple; agencies make big margins on tv production. Yes, radio can raise rates, but that doesn't matter to agencies, who in some cases make margins on the difference between their quoted CPP to the client and what they can actually bring the market in for. However, it's the high percent return on video production that makes tv so attractive to agencies.
- bill duerden
(10/2/2012 8:51:47 AM) Flag as inappropriate content- Charlie Ferguson
(10/2/2012 6:55:25 AM) Flag as inappropriate contentIt is my experience both in field and in conversations with Agency execs that the reason that TV is bought first is that it is THE MOST EXPENSIVE. Agencies can spend the media budget fastest on TV with the smallest expense in staff. Radio takes significant time and staffing because it is cheap. The solution is, and has always been: Rais the rates.
- Walter Sabo
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