Tens of millions of advertising dollars have flowed into the second-quarter scatter market, MediaPost reports. The caveat is that, while spending on the second-quarter scatter market is seen as an indicator for the upfront, pricing is at upfront levels for broadcast and cable and not higher, the Web site says. Advertisers are pushing back buying decisions to “very close to air,” A&E Networks executive VP of advertising sales Mel Berning tells MediaPost.
—Aimee Picchi