IODICALS

PRESS & TELEVISION
to advertisers. The stakes are formidable. Ninety-eight percent of U.S.
homes have a television set, and the average American spends more
than four hours a day watching TV.
For the privilege of addressing their large audiences, the networks charge advertisers hefty fees. In 1979,60 seconds of prime time (8 to 11 P.M., EST) sells for an average of $100,000. Most commercials are costly-production charges can run up to $50,000. The consumer ends up bearing the b...