Making Its Mark: High-definition television
By John Consoli
High-definition television dominated the National Association of Broadcasters' convention floor last week. With HDTV sets becoming more affordable, station groups are investing more heavily in digital technology
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National TV: Quiet
With second quarter just about sold out, buyers are busy meeting with clients to finalize upfront budgets and talking with network sales executives in pre-upfront posturing.
Net Cable: Tightening
Some nets have wrapped second-quarter scatter deals and are negotiating for third. CPMs running from flat to slightly above upfront pricing. Spending at normal levels for autos, telecommunications and summer products.
Spot TV: Steady
TV stations in the top 25 markets are enjoying slight upticks in demand due to a healthier national spot market. Rates are starting to creep up in some markets. Inventory is still available for May.
Inventory for the top stations in many markets is tight through May due to a flood of TV tune-in ads for the upcoming sweeps. Some campaigns are being moved to June.
Food, auto and pharmaceuticals are strong spenders through second quarter. Apparel, travel and technology are weak, but showing some signs of improvement over last quarter.