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Fourth quarter scatter ad activity is showing pricing gains of as much as 15 to 20 percent versus upfront deals made just a couple of months ago, for cable and some broadcast networks.
Bruce Lefkowitz, executive vice president of ad sales for Fox Cable Entertainment, is quoted in MediaPost as saying, “Scatter is strong, no matter what metric you look at. It’s getting booked closer to air date, and that tells me it is strong.”
The Hallmark Channel, for example, is up 34 to 40 percent in CPMs, according to Bill Abbott, senior vp of ad sales. Programming inventory on TNT and early morning CBS has been tight, which indicates a rise in scatter pricing, and NBC, USA Network, FX and National Geographic are all seeing positive numbers in the fourth quarter versus the same period a year ago, executives say.
Even the brand-new CW says it is pacing well ahead of WB revenues from the fourth quarter of 2005.
While scatter deals tend to be higher than those made during the upfront, 35 percent gains are “spectacular,” says one skeptical media buyer, who points out that “this may be for a few clients, but this activity might not be for the market as a whole.”
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