Radical Changes in the Ground Rules of Media Planning:

• In the last few years the established ground rules for media planning and buying have   changed radically. The industry is now dominated by advertising conglomerates.

• Agencies are now part of large marketing groups: Omnicom, IPG and WPP.

• Media companies are also now part of major groups: CBS/Viacom, NBC/Universal,   ABC/Disney, and FOX/News Corp.

This situation helps create a cozy relationship between agency groups and media owners. Media is now considered a commodity and is therefore managed in such a way that buyer and seller, without always knowing it, work in tandem.

Media owners have removed many of the standards that protected advertisers in the past, such as product protection (no competitive product in the same break) and limited number of spots in each break. Some radio stations run 10-minute breaks with 16 minutes devoted to commercials each hour. TV stations run breaks of 4-6 minutes with commercials and promotional spots all fighting for attention.

If advertisers are to suffer this increased clutter with these situations, effective schedules are crucial in order to overcome these problems. Broadcast Media Group negotiates effective media plans which include competitive guarantees, reduced rates, and no-charge spots

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