Media's New Mindset
by Michael Burgi
In an exclusive survey, sales executives talk about using cross-platform deals to maximixe revenue in a down market
Fall Schedules Light on Hits
Media buyers see few breakout contenders for new prime-time season
Hispanic Nets Eye Ad Boost NBC, Nielsen moves may draw mainstream clients
Rainbow Tests Cross-Sales Will pitch first multinet ad sales packages
Hyundai to Audit Its Media Shop Carat's $400 million will go under microscope
National TV: Busy
Buyers will be busy this week watching pilots of new shows and doing share estimates in preparation for upfront, expected to begin after Memorial Day.
Net Cable: Paused
Cable sales were largely on hold last week as most media buyers attended broadcast upfront presentations. Scatter is strong going into third quarter, as beverages and movies continue to spend.
Spot TV: Steady
The rebound continues, as June inventory is filling up in major markets. Retail chains are spending more, along with telecom, banking, automotive and movies.
Year-to-year linage declines are leveling out, but publishers still foresee a slow, second-half recovery. Retail is turning positive in some parts of the country, but help-wanted is still dragging down results.
While spending in luxury category continues to lag, high-end auto and designer apparel brands are solid in upscale men's and women's fashion/beauty titles.