While the scatter market is running as much as 30% above upfront levels in other sectors, the kids marketplace scatter is just a bit above upfront rates. The 2009 kids upfront was pegged at $850 million, according to industry estimates, and few see that--or the total ad spend figure--increasing. Francois Lee, VP and activation director at MediaVest USA, estimates 2010 spending is going to be down vs. 2009. Kantar Media figures puts the overall children's cable TV market at $1.175 billion in 2009, down from $1.281 billion in 2008.
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