Cable Execs Say Ad Market Rebounding (and What That May Mean for the Upfront)

Feb 24, 2010  •  Post A Comment

Cable executives speaking before the Hollywood Radio & Television Society said Tuesday that the ad market is starting to rebound, reports The Hollywood Reporter.

MTV Networks president Van Toffler put it in blunt terms, noting that “The economy has kind of sucked the last couple years." But he said the current scatter market “is really robust. People wait a little longer than they have in the past, but we feel the money is coming in this quarter."

Scatter prices were higher than upfront prices, Discovery COO Peter Liguori agreed.

Generally speaking, when the scatter marketplace is as robust as it’s been, it means that the upfront market will also be strong, as advertisers rush to lock-up prices that they hope will be at a discount to scatter prices moving forward.

However, what makes that rule-of-thumb somewhat less of a factor this year is the continuing tough economy. If marketers think we’ll sink further, they may want to wait and take their chances in the scatter market during the next year anyway. 

–Elizabeth Jensen and Chuck Ross

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