• B&C, Sunday, August 29, 2010 11:23 PM

After taking in more money than expected during a fast-moving upfront, networks are finding advertisers have more dollars to spend on the new TV season in the scatter market. Broadcast and cable networks garnered commitments for about $16 billion in ad spending during the upfront, up 20% from the previous year. The big gain sparked some speculation that little money would be left for the scatter market.

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Early signs are that the advertising market remains healthy. Money is flowing into the market and, with inventory tight after the strong upfront, prices are up by double-digits from the upfront, when rates rose 5% to 9% for most networks. Scatter prices had been up sharply in the second and third quarter. The fourth quarter scatter market follows the stronger upfront for the new 2010-11 season. While the process is only about half way over, nearly all of the commitments made during the upfront are turning into firm orders.

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