Network Cable on Idle Mode

NEW YORK – The cable network marketplace seems poised to rev up, but continues to idle, as 3rd QTR budgets spin into play and upfront dealmaking moves beyond the first round of negotiations between agencies and networks. But there are fears that full-year ’93 may wind up flat at best, as clients either stall on presenting ad budgets or submit budgets flat to below last year’s rates. ‘Half the clients say they don’t have budgets done yet and the other half say the budget’s done, but it’s coming out zero,’ said one buyer.
Copyright Adweek L.P. (1993)