A SECOND NETWORK HAS INKED a six-figure deal via the eBay-enabled online media marketplace. TV One, an emerging network targeting African-Americans, put the final touches on a scatter deal with Home Depot this week covering the fourth quarter.
Major cable networks, through their trade group, said they had no interest in selling inventory on eBay Media Marketplace. But the smaller TV One decided it had nothing to lose–and the opportunity to gain business it wouldn’t normally be able to garner.
Ad sales chief Keith Bowen said such thinking explains the deal with Home Depot. The marketer was represented by Initiative in the negotiations. “I felt like we were getting a seat at the adult table,” said Bowen, a former Turner executive. “It gave us an opportunity at a much grander level to compete for business.