The Nova dilemma

Let's not be naive, a major advertiser told us in response to "PPF plays with fire." Advertisers would love to pull out of TV Nova, he said, but they can't. Nova is too important for them. If one advertiser pulled out, its space would be taken over by a competitor. PPF and Nova know the dilemma of advertisers, the reader added, and they take advantage of the situation. Another reader echoed this, saying that as much as advertisers would like to find a reason to withdraw from Nova, the economic case for it isn't strong enough so far. Other readers said we identified the situation correctly: There is currently little risk of advertisers pulling out en masse, they said, but this could change. One of these readers said that negative publicity surrounding a big judgment in the CR's arbitration case with Ronald Lauder could put things in a different light.