- Bond buyers aren't the only ones psyched about the prospect of CBS (CBS +0.3%) and Viacom (VIA +0.7%, VIAB +0.9%) getting the band back together: Advertising buyers are salivating at an improved environment from the possible combination.
- The idea of one-stop shopping especially appeals considering the older audience of CBS combined with younger Viacom brands including Comedy Central and MTV. Buyers would benefit from complementary audiences, ad products and possible discounts if they do bulk purchasing.
- “Viacom is the scrappy kid in the playground willing to try anything once and CBS is the tried and true elder statesman," says Interpublic Group's David Cohen. "The juxtaposition of these two is actually quite exciting and something I’d very much like to see.”
- Despite continuing ratings challenges at Viacom's networks, the company would get a boost from a combined upfront sales event with CBS, making it more similar to the approach of Comcast (NASDAQ:CMCSA) and Twenty-First Century Fox (FOX, FOXA). "“It creates a direct competitor to NBCU like tomorrow,” says one buyer.
- Meanwhile, Viacom's made inroads on the data that advertisers crave with its Viacom Vantage efforts.