Media Planning And Buying

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BROKERS WORK LIKE A ONE-STOP SHOP FOR TV AIRTIME ACROSS THE COUNTRY.

If you want to buy airtime outside your state, a broker will come in handy,giving you vital information about TV stations in different markets. Brokers are particularly helpful when you're buying airtime on a network affiliate (ABC, CBS, NBC, FOX), a cable network (ESPN, A&E, CNN), or a superstation(WGN or WOR). Brokers give you access to as many stations in as many regions as you want, but you only have to deal with one person, saving you the hassle of negotiating with each station individually.

However, if you are buying airtime from stations in your city or in a geographic area that you're familiar with, using a broker may hurt rather than help. For example, if the station you want to use does not recognize your broker, that broker may try to convince you to advertise on a station that will pay his commission.

Likewise, a media broker may cost you more if you are buying large quantities of airtime. By placing your order as a direct account, you can negotiate a rebate on the portion of the fee that the station would otherwise pay a broker.

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