Buyers Remorse: Want Make Goods, Not Scatter

NEW YORK Media buyers’ simmering resentment toward the broadcast networks for continuing to sell scatter inventory instead of offering those slots as make goods for the much lower than anticipated prime-time ratings yielded by the new C3 metric has come to a boil.

Several buyers said the networks have sold so much fourth-quarter ad inventory that many retailers who need make goods now, as the holiday season approaches, can’t be accommodated.

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