National TV: Slow
Summer doldrums have hit, but what is selling in 3rd-quarter scatter is at double digits over upfront CPMs because makegoods have tightened the market.
Net Cable: Dormant
With 3rd-quarter scatter business dribbling in, many nets are unofficially taking a vacation. Some movie and home- video dollars are active.
Spot TV: Quiet
Third quarter is tracking 5-8% ahead of ’96. Little 4th quarter sold; buyers say NBC O&Os and affils are too bullish on rates. Toy buys are picking up, particularly for The WB. Fast food, beverages are moving.
There are some avails at older-format stations, but younger demos at rock and alternative stations are largely sold out. Dallas, Houston, Phoenix and Indianapolis are tight.
Upscale shelter, fashion and beauty are soaring for fall. Most books in that realm are expecting a record September; many books that have been down will find themselves up.