In WPP's '04 annual report Martin Sorrell, the company's CEO, sums up the cost of network television in this way...
"Procter & Gamble, the world's biggest advertiser, Unilever, Coca-Cola and American Express have registered voluble protests in recent times. They are sick and tired of paying more for less...
In 2003....cost per thousand rose by an average 15-22 per cent against an expected 7-12 per cent...against general price inflation of 3 per cent. In 2004, up front pricing continued to outpace inflation, cost per thousand rising by 6-7 per cent. The analogy is to imagine what would happen in the car industry if the cost of steel rose consistently by 10 per cent against general price inflation of 3 per cent. Manufacturers would use less steel or find a substitute."
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