NEW YORK – With June practically over, both 3rd QTR and the cable upfront continue to roll along. Business is heating up again on both fronts. ‘There seems to be a healthy 3rd QTR shaping up right now, with increases in scatter that are higher than our upfront deals,’ said one executive. ‘We’ve got plenty of dollars rolling in.’ Stronger categories include packaged goods advertisers preparing for back-to-school, and of course, movie dollars, with an expected two new releases a week until the end of summer. As far as the upfront is concerned, the next two weeks will see the level of activity pick up.
Copyright Adweek L.P. (1993)