On October 6, 2009
Broadcast TV’s Scatter Market Is Up … So Far
Usually, there’s there’s some separation between the upfront market for TV ad sales and the scatter market, which moves closer to airtime, but not in this year-to-end-all-years. So, since the upfront drifted throughout the summer and into the fall, it’s already time to assess the scatter market, and the media trades are reporting this: that so far, the broadcast networks’ decisions to hold back inventory for scatter — on the bet that they could charge higher prices as the economy improved — seems to be paying off, so far. Mediaweek is reporting that scatter rates are up by as much as 8 percent over the upfront — upfront rates were down by as much as 7 percent from a year…
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