BIG THREE TO MEDIA BUYERS, "BUY CABLE, NOBODY IS WATCHING"

From Ad Jab

Reports that the big three networks are considering revamping Friday nights into an all-repeat night have media buyers wringing their hands.

If that were to happen, one person says, buyers would have to look hard at buying time on cable, where it's still easy to find original programming on that night.The problem is that if the networks are writing off Friday night as a night no one watches TV then they're making the same assumption about the ads which decreases their value. After all, who's going to buy a ton of ad time on a night when even the programmers are convinced no one is watching.