Cable Is Yet to Hit Stride

NEW YORK – With 4th QTR scatter activity plodding along, the cable television market’s calendar-year upfront deal-making has yet to hit its stride. Buyers said clients continue to drag their feet on clearing their budgets, edging closer to the edge of being late. But few cable networks are putting pressure on the buyers, the lone exception being USA, which seems to be the only network tightening up its calendar-year-deal inventory. CNN surprised buyers with its laid-back attitude in the marketpalce despite an uptick in ratings thanks to recent world hot spots. With the prime, high-profile adult scatter inventory already gobbled up, it’s really been reduced to late-night and weekday leftovers. But one New York buyer said much of the adult has gone for CPM prices about 10% above upfront CPMs.
Copyright Adweek L.P. (1993)