Cable hits are changing the formula for ad success

04/9/2013 | Advertising Age (tiered subscription model)

The ability of cable series, such as AMC's "The Walking Dead," History's "The Bible" and A&E's "Duck Dynasty," to attract high viewership and generate social buzz is leading audiences and advertisers to follow shows, not networks. As a result, committing significant dollars during the upfront may be less appealing to marketers. "Viewers care less about what network a show is on -- if it is cable or broadcast -- and are just going to where the content is," said Amy Sotiridy, director of national broadcast at Initiative.

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