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Cable Advertising’s Perfect Storm

November 13, 2007 1:15 PM

Advertisers worried about the impact of the writers strike—now in week two—on commercial avails have cause for pause, at least regarding broadcast shows that are scripted. For cable, the strike has not made much of a difference for advertisers and probably will not.

But Cable Television Advertising Bureau President-CEO Sean Cunningham sees the makings of a so-called perfect storm brewing as a number of factors are putting pressure on the supply of time.

Inventory was already tight because of the 2008 Olympic Games and the presidential election. And with the past upfront selling season, about 85 percent of the time sold was based on commercial ratings that gobbled up more inventory to meet ratings guarantees.

Now make-goods for scripted shows in reruns are gobbling up more commercial units.

Bottom line: Expect to see more advertisers turn to cable and online media to get their messages out to viewers during the fourth-quarter holiday season. Make sense?

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