Scatter Market Sizzles

What You Should Have Read, Aug. 28, 2007

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Scatter Market Sizzles, Network Ad Rates Rise Double-Digits Over Upfront
MediaPost reports that fourth-quarter scatter sales are very strong, with media buyers reporting cost-per-thousand increases of 12% to nearly 100% on some cable networks for some programs, activity that's unusual so early in the season. Media buyers also report the activity of converting upfront commitments to buy ad time for the coming season, called "holds," to actual orders is happening earlier than usual. In some seasons, the holds-to-order process can drag on into mid-September.
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