Around the Net

Broadcast TV Frets About Shrinking Upfront Dollars

The sagging economy is sparking chatter that in September clients may trim ad dollars they committed for the fall TV season. "There definitely seems to be a lot more smoke" about finalizing upfront buys, says one media buyer. "I know the networks are nervous. I have had a couple of people ask about trimming."

How much might be lost? Typically, between 2% and 3% of ad time ordered in the upfront "slips" each year when the time comes for advertisers to finalize their buys. Media buyers say it will be 4% or more this year.

Rino Scanzoni, Group M chief investment officer, says networks probably anticipated a higher amount of trimming and therefore "allowed the sell-out rates to go as high as they did" in this past upfront market.



Read the whole story at Advertising Age »

Next story loading loading..