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The new CW, launching Sept. 20, has begun to negotiate scatter market deals and is, according to executive vp of advertising sales Bill Morningstar, “way ahead of where we were a year ago.”
Morningstar, who ran the now defunct WB’s ad sales division, wouldn’t share specifics on pricing or revenue goals, and he cautions that the trend is an early one, writes MediaPost.
Morningstar also says that turning upfront advertising holds into actual orders has been going slowly, but that has been the case for the last few years. He points out that he knows of no breakage - when advertisers drop holds they have made during the upfront - happening among major advertisers.
During the fourth quarter scatter market last year, breakage was very low. Early returns last year showed some broadcast networks seeing positive gains, but ultimately the scatter market was flat in terms of pricing compared to upfront deals.
For most networks, the new fall season begins Monday, though Fox has already aired some of its new programming for the fall.
Comcast is hoping to enlighten media buyers on the ways of young men ages 18-34 with its new “field guide,” titled Hunting with Lightsabers, that has been in the works for a year and is now available.
The guide provides…
One of the few remaining tabloid book review sections in the country’s newspapers bought the farm this weekend.
The Chicago Tribune, which last year moved its stand-alone book review tabloid from Sunday to Saturday, has killed the section altogether, replacing…
A “Money Bus” took off to begin its tour of the country this week. The bus - part of a campaign by Kiplinger’s Personal Finance, the National Association of Personal Financial Advisors (NAPFA) Consumer Education Foundation, and TD Ameritrade Institutional…
Though prime time viewing on broadcast is down, all four networks are up in viewers for NFL games through the first four weeks of the season, compared to last year.
NFL games are scoring high ratings in part because the…
Most Americans are very concerned about their internet privacy and many are taking steps to limit the information that is being collected and shared about them online, according to a poll from Consumer Reports, MarketingCharts reports.
To combat what they view…
Companies are struggling with how to adapt to serve a new wave of consumers from the Millennial Generation (or Gen Y) - born between 1982 and 2001 - according to a global survey by the Economist Intelligence Unit and Alcatel-Lucent company Genesys, reports Retailer…
