Nielsen Media Research released new data at the National Association of Television Program Executives meeting that shows that the TV syndication industry has some strong advantages against the national TV distribution network.
With a difficult upfront anticipated by everybody, the research seems to point to the snydication business being strongly positioned as they head into the upfront.
The major reason why the Syndicated Network Television Association is positive about their position is that for three years in a row their programming has 
presented more commercials in the "A" and "B" positions than anyone else in media. The significance of these two positions is that they are the first or second commercial in any given pod of commercials.
The SNTA also added that their pod lengths are shorter than those that are offered on cable and broadcast networks which results in better recall, a key indicator for advertisers. They add that sydicated shows have a huge 34% higher recall than the longer pods.
While advertising execs like what they heard, they did say that with sit-coms that are syndicated, it offers fewer brands for the advertisers to purchase. They also said that first-run programming is more difficult to launch.
The coming upfront is going to be anything but boring with the enormous amount of changes and issues facing the industry. It's going to be a tough battle as things go forward.
Comment Preview