There will be winners in the television advertising market this season, Advertising Age reports, with broadcast ratings down significantly for the fall season and broadcasters expected to use up much of their inventory on make-goods.

Ratings on broadcast networks are down 9% through week four of the fall season, the piece reports, and down 10% in the key demo of viewers 18-49. The resulting make-goods will put a squeeze on ad inventory in broadcast and could drive up prices, the report notes. But with little ad inventory up for grabs, broadcast networks will be largely unable to cash in.

So who wins? Potentially, cable, with ad dollars freed up and looking for a place to land. One problem, however, is that there may not be many ad dollars around.

Among the most likely winners in this scenario: Time Warner’s portfolio of cable nets, including TBS and TNT, along with Discovery Communication’s cable nets.

Media buyers, analysts and cable execs are all offering their assessments of the situation. Click here to read Ad Age’s full report and see what they’re saying.