Talent fees modified

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The Cabletelevision Advertising Bureau, the Screen Actors Guild and the American Federation of Television & Radio Artists signed an agreement to motivate advertisers to expand their use of spot and local cable TV. The agreement calls for adjusting talent fees for a select group of advertisers who use spot and local cable during a 16-month test period beginning Nov. 15. To participate, advertisers must agree to provide data to be used in evaluating the results. In the past, some advertisers and media buyers have complained that spot cable TV buys can be inefficient, in part, because of the high cost of talent payments to TV commercial actors, which some agencies have claimed to occasionally been higher than the cost of spot cable media buys themselves.

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