That's how Donna Speciale, President, Investment & Activation and Agency Operations, MediaVest USA, explains a lot of the surge in demand for the TV scatter marketplace, and predictions of a strong
upfront.
"There are a lot of other categories that are going to lend themselves to, guess, what, advertising works," Speciale said, citing an explosion of spending by technology marketers like
Apple, Microsoft, and Google, as well as insurance marketers like GEICO.
"Ratings are down," she said, explaining another factor pushing prices up. "We have more demand, and we have greater
supply. That's just the way it goes."
NBC Universal cable sales chief Dave Cassaro echoed Speciale's category demand explanation, adding that even mainstays like automotive and packaged goods
are surging, albeit for different reasons. Autos are releasing new car models, and packaged goods are rebounding from recessionary spending levels.