“The miracle ratings cure of reality programming for the networks has temporarily obscured the disease of more viewers avoiding scripted comedies and dramas,” said John Rash, chief broadcast negotiator at Campbell Mithun. “The networks need to examine this trend carefully. The reality is that reality programs have seized the country’s short attention span, and right now they are an undeniable success. But this immediate gratification for the networks can disappear just as fast. Advertising investment is an indicator of audience interest.”
Well said. And that is why media buyers are looking to cable’s scripted shows to maintain reach to the 18-49 audience.
