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"Koeppel Direct's media buying expertise has played an integral role in making my company successful. Koeppel generated so much business for our company, occasionally we have to limit their media buys, in order to handle all of the new business." | |
| - R. Gregg Marketer of Senior Products |
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MEDIA BUYING DIRECT RESPONSE TELEVISION (DRTV) ARTICLE ...... |
Media Buyers 'Cautious' about 'Martha'
Published: 09/05 - Media Buyer Planner |
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Now that the spotlight is off Martha Stewart's release from prison, ratings of "Martha" are
slipping, Media Life reports. This week's Monday and Tuesday episodes averaged a 1.9 metered market
household rating, down 5 percent from last week's 2.0 and 14 percent from its premiere-week average
of 2.2.
"You can definitely tell that it's over, the phenomenon has ended," says one buyer of Stewart's
comeback.
Others aren't so sure. Peter Koeppel, president of Dallas-based agency Koeppel Direct, predicts
that the show's ratings will stabilize over the next few weeks but remains cautious. "We haven't
bought the show yet for our clients because we are waiting to see how it performs before
recommending it."
But the new show is faring better than Stewart's old syndicated show "Martha Stewart Living,"
which averaged a 1.2 household rating for the first four weeks of the 2002-'03 season, before
tanking after Stewart's legal troubles began. "Martha's" better ratings are explained in part
by better timeslots and the backing of NBC Universal, which is also behind her primetime
"Apprentice" spin-off.
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