After two consecutive years of record growth, the cable advertising market has cooled down considerably—and if the current scatter market is any indication, the networks could be in for a long, cold winter.
According to calculations made by the Cabletelevision Advertising Bureau, ad-supported cable networks this summer generated nearly $9.8 billion in upfront commitments, and while that represents a record haul, it’s also just $511 million more than the 2011-12 total.
That 5 percent year-over-year improvement pales in comparison to the 16 percent volume increase delivered in last year’s bazaar when cable nets took in $9.29
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