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Nets Show Patience On 2Q Ad Inventory

Media buyers are handling an ever-increasing load of last-minute business, while their network ad sales counterparts are doing whatever they can to keep clients from getting skittish. Already broadcasters have pushed the January deadline for second-quarter upfront options back to mid-February. "Forcing events to a head right now is not going to get [nets] the answer they want," says Carrie Drinkwater, MPG senior vice president.

As January bleeds away, the two words on every buyer's lips are "flexibility" and "cooperation." But while deadlines are becoming looser and volume is down across the board, the networks seem to be drawing the line on pricing. Scatter is moving at or slightly higher than upfront pricing at CBS. So far, Fox and ABC are also securing scatter rates at upfront levels.

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