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Syndication Ads: Are we hooked on Big Macs, Cheetos and Drugs?

by Jane Boursaw, posted Jun 19th 2008 2:01PM
Oprah WinfreyTV syndication upfront ad sales are brisk, with syndicators expected to sell higher levels of ad inventory, similar to the broadcast networks.

Sales are more than 50% complete, with one syndicator, Warner Bros. Domestic Television Distribution, more than 70% sold out of its 2008-09 ad inventory, according to The Hollywood Reporter.

What's it all mean? It means that syndication upfront totals are expected to be around $2.4 billion, up 4.5% from last year.

Maybe one reason is that syndicators are incorporating more product integration into their packages, especially with talk and entertainment shows. Strong categories include packaged goods, pharmaceuticals, movies, and fast food.

Hmmm ... I wonder what they're saying. That TV viewers sit around eating Big Macs, doing drugs, and woofing down Cheetos? Yeah, that can't be right.

Anyway, a few shows that are hot with syndication ad sales:
And Not So Hot:
  • The Doctors, a CBS talk show featuring medical professionals, produced by the son of Phil McGraw, star of CBS Television Distribution's talker Dr. Phil (which, apparently, is no relation to the 1960s soap opera about bed-hopping docs ... then again, maybe it is).
Note that Dr. Mehmet Oz will be featured in a similar spin-off from The Oprah Winfrey Show, which is interesting, because Dr. Phil was spun from Oprah's powerful web, as well.

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Regarding Wizard's First Rule - I'm not sure why its listed as "a new syndicated version of the Disney-ABC show". It is based on the first book of Terry Goodkind's "Sword of Truth" series and is definitely the first its been on the (small or big) screen.

June 22 2008 at 1:09 AM Report abuse rate up rate down Reply

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