Managing cable TV commercial inventories via program promotion

Abstract

Advertising revenues are the primary source of income for cable television networks and the survival of a network strongly depends on the efficient management of its commercial inventory. Networks enter into advertising contracts that promise delivery of a certain number of impressions with specified demographic characteristics. However, the actual delivery of impressions is stochastic, and there is currently no systematic process to dynamically monitor and administer these contracts. This paper presents a model framework to manage this process through the efficient use of program promotions. Elements of the model are illustrated with data abstracted from an actual cable television network.

Citation

Aiyer, J. and Rajgopal, J. (2001), "Managing cable TV commercial inventories via program promotion", Marketing Intelligence & Planning, Vol. 19 No. 1, pp. 45-55. https://doi.org/10.1108/02634500110363808