TV Ads Hang in the Balance

What You Should Have Read, Oct. 15, 2008

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TV Ads Hang In Balance

TVWeek checks in on the destiny of the TV advertising market, which will become more clear in a few weeks when advertisers will have to decide whether to give back some of the commercial time they ordered during the May upfront. Economic concerns have already put a chill on the fourth-quarter market for scatter advertising, but the key signpost comes later this month when options on upfront buys are due. For broadcasters, options to give back some of the time reserved in the upfront ad market officially expire 90 days before the beginning of the quarter. Good clients get more like 60 to 75 days. Clients can take options as little as 30 days before the beginning of the quarter on some cable networks.
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