Although marketers of fast food and kid-friendly cereals and snacks are waiting for the regulatory shoe to drop on their advertising practices, many in ad sales are expecting upfront buys for children's shows to increase, as food companies vie to position their products as healthful alternatives. "It isn't that Kraft is pulling out of kids. It is what they will be advertising that will be different," said Tricia Wilber, SVP of advertising sales and promotion for ABC Cable Networks Group.

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