• November 30, 2005

The network TV scatter market "appears to be solid," with ad prices rising at healthy rates over upfront ad deals with the exception of NBC, Merrill Lynch analyst Jessica Reif Cohen reports in a research note sent to investors Wednesday morning. "We do not believe that any of the networks other than NBC are in a make-good situation. An improved schedule from Fox appears to have allowed it to more readily place ads that were preempted by shorter playoff series," writes Cohen, adding: "Even NBC's situation remains uncertain, as some in the industry have suggested it will use the Olympics to make up for the poor performance of its fall lineup." (See related story in today's MDN.) Cohen says cable scatter has been even stronger for cable networks showing ratings growth.

--Joe Mandese