Cable channels will start selling the bulk of their 2001/02 ad slots this week, and advertising agencies are already insisting on big discounts.
Now that the broadcast networks have wrapped up the
bulk of their "upfront" sales, pocketing less than $7 billion compared to roughly $8 billion a year ago, the ad agencies have started asking cable networks to submit their budgets for the 2001-02
season.
A few major ad agencies such as Young & Rubicam's Media Edge and Leo Burnett's Starcom, and advertisers like Chrysler, have begun buying time on cable, picking up bargains of, in some cases,
20% off the prices of last year's upfront.
The just-issued second-quarter Nielsen primetime ratings have reinforced the gloom in cableland, as only two of the 10 top-rated cable networks -- Lifetime
and TNN: The National Network -- improved on their performance during the second quarter of 2000. And even Lifetime and TNN may have a hard time securing increases in ad rates given the falloff in
advertiser demand for spots in 2001-02.
Most economists are predicting continued sluggishness in the overall U.S. economy for the foreseeable future, leaving cable networks resigned to a
disappointing upfront.
- Reuters/Variety