Another media buyer said ABC's GMA stole some ad dollars from "Today" during this year's just-completed "upfront" ad-sales process because GMA's ratings are up significantly this year and its ad rates are less expensive than the "Today" show.

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It experimented with smaller integrations for its Crystal Light and Maxwell House brands on HSN before ramping up its ad buy significantly, Fleischer adds.

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That hasn't prevented advertisers from significantly increasing their online video ad spending this year.

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Also the total ad time is significantly more than just five years ago.

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But basically, you'll see that the residuals are pretty red for the first 2 cases, and then not significantly red for the 3rd case--its even a bit better for the AD 1700 and 1820 cases, but I can't seem to dig them up.

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And with significantly fewer advertising slots to be had during The Oscars than during the Big Game, each ad tends to have more impact.

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