Thursday, November 14, 2013

CBS Les Moonves Has Big Plans for TV Commercials

Les Moonves
The CBS chief isn’t prepared to stop once he persuades advertisers to pay for viewers who watch commercials as much as seven days after a show airs — a change he expects to see next year from the current live-plus-three-days, according to Deadline.

“We’re pushing eventually for live plus 30,” Les Moonves told investors this morning at the RBC Capital Markets Technology, Internet, Media and Telecommunications Conference.

Viewers increasingly watch shows on DVRs, VOD, and online. As a result, for a series such as CBS’ Hostages “when you count 30 days more, the number [of viewers] almost doubles,” he says.

Moonves adds that buyers should be willing to pay. “If you show the advertisers that a person is really watching them, that’s a good thing….Advertisers are paying for the eyeballs that are watching their spots.”

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