Although CBS Corp. recorded some slightly lower advertising results during the third quarter, current TV scatter market business is up by double-digit percent price increases from upfront pricing set in June.CBS advertising results were down during the period -- 3% -- partly due to lower advertising sales for CBS Radio and the impact of foreign exchange rates.CBS TV advertising sales also suffered because of lower-rated summer programming against the highly rated 2012 Summer Olympics on NBC. In addition, there were prime-time pre-emptions from Republican and Democratic national conventions on six nights of the CBS Television Network's prime-time schedule, which took some advertising prime-time inventory out of sale. Still, revenues grew -- somewhat slowly -- 2% to $3.43 billion with net income 16% higher to $391 million. The company posted higher revenue and net profits mostly coming from content licensing and distribution revenues.CBS and other networks have suffered from lower initial season rating comparisons to a year ago. CBS points to a big relaunch of "Two and a Half Men" startup a year ago with Ashton Kutcher, which garnered big viewership.Still, Les Moonves, president and chief executive officer of CBS Corp., noted that time-shifted viewing continues to grow -- as much as 30% over a seven-day period for many CBS prime-time shows (and three to four million viewer growth after three days of time-shifted viewing). While CBS and other networks only get paid by advertisers for live and three days of time-shifted viewing, Moonves says the company is pursuing other alternatives to monetize more time-shifting. "People have to stop looking at overnight ratings," says Moonves, in speaking to Wall Street analysts. "We will make it a priority to get paid for all our viewing." Moonves says better TV numbers are coming in the first quarter of 2013 -- mostly from big events such as the NFL's AFC Championship, The Grammys, and the Super Bowl, which will pull in 170 million incremental viewers. He notes that 30-second commercials on the CBS network for the Super Bowl have gone for more than $4 million. In addition, for the first time, CBS' New York outlet WCBS recorded a $1 million sale for a local TV commercial for the big NFL game.CBS, which has been viewed as a big TV advertising barometer, says advertising sales as a share of total revenue continue to drop. Ad sales now represent 56% of total revenue; they have been as high as 70%. Moonves says current TV scatter pricing has seen mid-teens percentage growth over upfront pricing set in June.Moonves says there are major growth areas in selling previous-season shows to subscription video on-demand services (SVOD) like Netflix -- of which CBS has made deals for its CBS and CW prime-time programming. CBS has only made deals of this type amount to just 7% of its TV library. "The sky is the limit," says Moonves. He added: "It could mean ten of millions of dollars," like traditional U.S. and international syndication business.CBS says its major financial growth during the third-quarter period was led by an 8% climb in content licensing and distribution revenues to $931 million. More rapid growth came from affiliate and subscription fee revenues, which climbed 12% to $496 million -- as a result of higher retransmission revenues from CBS Network affiliated television stations, and cable network subscribers' fees.Revenues from the sale of CBS TV content have grown 3% to $1.68 billion from $1.63 billion. Overall cable revenues were 4% up to $436 million from $420 million for Showtime Networks, CBS Sports Network, and Smithsonian Networks. Local broadcasting -- TV and radio -- was slightly more than even with the same period a year ago -- 1% higher at $661 million from $656 million. TV stations recorded 7% higher advertising sales as a result of political advertising.CBS' Simon & Schuster publishing unit was down 5% to $210 million from $220 million in the same period a year before. The company noted that digital book sales climbed 20% during the period.