Network upfront changing with the times

Allstate Insurance Co.'s approach at last year's upfront -- to have networks bid to create a package for a $10 million network advertising buy -- is indicative of the declining power of network TV advertising. With broadcast networks drawing roughly 35% of the viewing audience, down from 57% a decade ago, the balance of power has shifted somewhat to marketers and media buyers, who can spend the advertising dollars on cable TV, on the Internet and in direct marketing.

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