Weak Debut for Frosh Shows Dampens Q4 Scatter Chatter

Little urgency seen in the advertising marketplace

While the Nielsen ratings for the first two weeks of the new broadcast season likely left a few network executives scrambling to get their Xanax refilled, the advertising marketplace itself appears to be holding up. But analysts are concerned that a soft fourth-quarter scatter market and the general lack of enthusiasm for freshman shows could augur a long, cold winter.

First, the good news. Analysts put this year’s upfront haul in the neighborhood of $9.2 billion to $9.5

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