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While many network advertising sales executives undoubtedly were relieved to watch 2011 recede in the rearview mirror, the television market’s bumpy road is showing signs of smoothing out.
Buyers and sellers report that the scatter market has begun to rouse itself from its fourth-quarter torpor, and while the days of double-digit premiums are just a happy memory, pricing is holding (and in some cases, improving). Perhaps most importantly, cancellations of upfront commitments have been minimal.
“The first-quarter cancellation options weren’t significant at all—certainly nowhere near as impactful as they may have been given the stasis in scatter and the giant question mark hanging over the economy,” said one national TV buyer.
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