Meet pumps syndie feats
Org's prexy emphasizes ratings, young men, fresh p'gramming
More than 500 media buyers and advertisers gathered with org's members for a full day of meetings and mini upfront presentations. SNTA's membership includes Buena Vista, King World, Paramount, Tribune, Twentieth, Universal and Warner Bros. Execs from MGM-NBC and Entertainment Studios were also on hand.
SNTA's new prexy, Mitch Burg, emphasized syndication's key selling points: consistent ratings delivery throughout the year, a high concentration of young men tuning in and fresher programming than offered by networks.
With advertisers investing more than $7 billion in cable, Burg reminded his audience that 78% of cable programming posts a rating below a 0.3. Burg also cited a recent piece in Variety, which reported that for some cablers, achieving a 1.0 rating was hitting the big time (Variety, March 1).
"For clients looking to make footprints, they have to have mass," Burg told Daily Variety. "Syndication will provide that reach and quality."
Brisk ayem presentation allowed relieved participants to commence with meetings immediately.
"Advertisers have been responding extremely well to our individual presentations about new and returning shows," said Elizabeth Herbst, exec VP of advertiser sales for Universal Domestic Television, who was shopping tie-in friendly "Home Delivery" with Tribune.
MGM/NBC Media Sales prexy Chris Kager led a team of six taking 42 meetings over the course of the day. "It's the only place where I can sit with all my clients in 12 hours," said Kager.
Gotham stop is the largest of the three conferences. SNTA members will all pitch their wares next week to media companies in Chicago (March 15-16) and Los Angeles (March 18).
Conference closed with a gala reception attended by Tony Danza, Ellen DeGeneres, Chris Matthews and Kiefer Sutherland, among other guests.
