Brian Steinberg Senior TV EditorRob Master loves the idea of putting commercials into new Hollywood streaming hubs like Peacock, HBO Max and Paramount Plus.
But he’s not so enchanted with the costs being demanded by the media companies that own the sites.NBCUniversal, WarnerMedia and others are seeking a premium from sponsors eager to attach their ads to streaming shows. “There is a challenge they are going to face with advertisers, ourselves included, that they need to sort out,” says Master, vice president of media and digital media at Unilever, the large consumer-products company behind Dove, Hellman’s, Lipton and Ben & Jerry’s. “I think we are definitely, like, ’Whoa.’”Madison Avenue and Hollywood are squabbling over advertising rates.
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