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When the rights reverted to Warner Bros. in 1985, CBS aired the film one last time on network television in its theatrical version.
Normally advertisers buy time on network programs with a guarantee of certain audience figures.
The strength of advance sales of commercial time on network and cable television was the surprise of the spring.
The cancer society plans to buy time on network and cable channels from Sept. 17 to Thanksgiving, said Greg Donaldson, the group's vice president for corporate communications.
Innumerable dot-com start-ups sought instant recognition by buying up commercial time on network television in the season ending this month.
Toyota is not an official sponsor of the N.F.L., but it advertises with individual teams and buys commercial time on network game broadcasts.
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But Restore Our Future has also bought time on networks that do, like ESPN2 and the Food Network.
Cable companies do not typically make money from ads that run with shows from TV networks, but they are selling commercial time on networks they create.
The campaign did not purchase advance time on networks in the Philadelphia or Delaware markets, said a source close to the O'Donnell campaign, and the networks did not have time available to air the ad on such short notice.
Under the agreement, NBC Universal will make a relatively small amount of advertising time on networks like MSNBC, CNBC, Sci Fi and Oxygen available for sale through Google's TV Ads program in the coming months, the companies said.
Correction: March 12 , 2004 Friday The Advertising column in Business Day yesterday, about advertisers' and agencies' criticism of the way they buy commercial time on networks, misstated a finding of a survey of members of the Association of National Advertisers.
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