Compared with the estimated $255 million the liquor industry spent in print advertising, broadcast advertising of liquor is a drop in the bottle.
While half of the country's top 10 radio stations, measured by advertising, broadcast on AM, many of the others are in trouble.
While cable networks can pick and choose their spots, building discrete successes while living off a combination of fees and advertising, broadcast networks are at the top of a huge ecosystem where their every move lands forcefully on affiliated locals.
The consulting firm surveyed 550 senior executives in industries including advertising, broadcast and cable, filmed entertainment, interactive gaming, publishing and information services, music and social media.
"When it comes to where we advertise, broadcast our shows, how we do promotions or license our products, Disney always considers the association with our brand," said a spokesman for the Walt Disney Company.
The deal also includes national advertising during broadcasts and in print publications at stadiums.
It also adopted a much-watched plan to reduce on-air clutter by reducing the amount of advertising it broadcasts and running shorter spots.
But cable still cannot offer the sort of big-bang advertising that broadcast does.
Unlike cable, which enjoyed revenue from both subscribing customers and advertising, the broadcast channels were financed only by advertising.
Integrated Media Measurement, a start-up in San Mateo, Calif., wants to make advertising on broadcast media more efficient.
