That’s the word from NYC. What a nightmare for Les and Jeff and Bob and Peter. And what a difference a year makes when the scatter market was sizzling for 2007’s fourth quarter and deals were being inked with double-digit percent increases. Now I hear it’s frozen with fear, even for cable. Obviously, one huge problem is the dying auto industry, which usually drives the scatter market (where advertisers purchase commercial time when desired from available unsold network inventory at rates differing from those negotiated during the upfront season).
Networks See Ad Scatter Market Dry Up
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