• Ad Age, Tuesday, September 12, 2006 11:30 AM

This year's late upfront is giving the TV ad market an unexpected bounce, as media buyers report that clients are adding to their May buys. With more visibility for their 2007 plans, they are adding dollars, say some agency executives, who cite a surprisingly strong network programming roster as a reason for the stronger investments. It is impossible to quantify exactly how much money might be in the market, but the networks welcome it. After all, the business struggled with a tough upfront environment earlier this year. Still, two broadcast-network sales chiefs confirm an influx of money, but say that isn't unusual, given the flexibility clients have. But one agency exec says: "The additional dollars are more an issue of the timing of the upfront. It just isn't good for marketing calendars. Some of our clients are asking: 'Why are you making me decide in May?'"

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