Ad Dollars for Soaps Fell 30 Percent From 2005-09, Another 20 Percent First Quarter of '10

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In a recent article for Business Insider, proposing Facebook and social games are killing soap operas, Tod Sacerdoti, CEO of BrightRoll (according to Ad Age, one of the largest video advertising networks in the world) claimed advertising dollars spent on daytime soap operas fell a whopping 30 percent from 2005–2009, and an additional 20 percent during the first quarter of 2010.  I guess those media buyers who told The Wrap  they were upset about soaps being cancelled haven't been perturbed enough to pony up more cash on daytime spending.