Is ‘Predator’ Paying Off?

The NYTimes‘ Brian Stelter asks that question of the popular Dateline NBC series ‘To Catch A Predator’. “The network has filmed only one sting operation so far this year, compared with seven in 2006,” Stelter writes.

Two lawsuits, bad press, and media buyers’ hesitancy may be beginning to take a toll. Stelter writes, “The most recent ‘Predator’ episode, on July 25, included six national spot ads, significantly fewer than at other hours during NBC’s prime-time.” Stelter quotes a VP at an ad buying agency who says, “NBC’s probably thinking about what their return on investment is, and might be thinking it’s better to move on.”

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