Insatiable

TV networks are doing better than expected in selling ads in the online streams of their primetime shows, reports TVWeek.

Networks are finding themselves in the position of not having enough ads to fill all the streams of their shows — not because buyers aren't buying, but because the amount of impressions purchased has been reached and the network has shut off the ad.

As the number of people watching streaming programming rises, networks and buyers find themselves struggling to walk a fine line. Networks want to sell as many audience impressions as possible but advertisers don't want to over-buy.

When a particular campaign maxes out on the number of audience impressions paid for, the network usually pulls it and runs a promo for another show or something similar to that.

Buyers are warning networks not to raise the price of online ads too much too quickly. Doing so may backfire as advertisers who weren't convinced of the platform in the first place pull what spending they have in place.