The scatter market is getting double-digit price increases, allaying concerns that the strong upfront would have left little money for advertisers to buy commercial time closer to air,reports former TVWeek National Editor Jon Lafayette, who now works at B&C.
"Scatter prices had been up sharply in the second and third quarter, but those comparisons were to the recession-weakened 2009-2010 upfront. The fourth quarter scatter market follows the stronger upfront for the new 2010-11 season," Lafayette writes.
He continues, "At the same time, both buyers and sellers say that while the process is only about half way over, nearly all of the commitments made during the upfront are turning into firm orders. At this point most media buyers are still presenting the results of their upfront negotiations to clients for their approval."