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Why don't TV networks advertise their competitors' shows?

By David Jeffery

Here's my random thought for today: why don't TV networks ever promote their competitor's shows?

Now I'm sure you're thinking that's one of the most stupid ideas you've heard lately. And it probably is, but it's not quite as stupid as it sounds.

The potential audience for any particular show is people who would otherwise watch another free or pay TV channel and people who otherwise wouldn't watch TV at that time at all.

Consider a deal where two networks ran three ads for a show on the other network. If successful, they'd take viewers from each other - but they should roughly cancel each other out - and, importantly, they'd also take viewers from other networks not in on the deal as well as people who would otherwise wouldn't have watched TV at all on that timeslot.

They should both win from such a deal. It should grow both their markets.

So why do you think we don't we ever see it?

Full post as published by Oikos on March 26, 2008 (boomark / email).