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Holding Cash For Digital

If the upfront ends up being tough for the networks, that does not mean advertisers have turned sour on TV advertising, says MediaWeek. Rather, according to buyers who talked to the magazine, it is part of a plan to hold back in the upfront as a hedge for the second half of the season ---and to have cash ready to go if the networks begin expanding alternate distribution of their programming. "Money will be held back for a number of reasons, but primarily to allow us to get a better read on the marketplace and what the networks will have to offer in the first half of 2007," says one unnamed buyer.

Read the whole story at MediaWeek »

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