A sharp incline in short-form DRTV pricing may signify a rebounding economy and the end of a two-year run on discounted rates, reports
Response magazine. In the October 2009 installment of its
semiannual "Media Buying and Planning Guide," media buyers reported discounts of up to 30% on short-form local broadcast and national cable buys. Inventory held steady, but it didn't always sell at
the set rate during the upfront season, so buyers who held out often secured significant last-minute bargains. Brian Fays, executive vice president of advertising sales at MTV Networks, doesn't think
such rates will last much longer. The resurgence drove short-form pricing up 25% to 40% depending on the network.
