MTV: Bottomless Pit of Inventory No Longer?

NEW YORK – Harvey Ganot, executive vp/advertising & promotions for MTV, was in Chicago last week priming the pump to get ad agency media execs excited about the upcoming cable TV upfront. His message: MTV inventory is tighter than it’s ever been. Ganot said MTV is virtually sold out in the second quarter scatter market with opportunistic buyers paying up to 50-75% increases over upfront rates. And he said time in the third quarter is rapidly going – particularly in the movie, apparel and sneaker categories. ‘In the past, people have perceived MTV as a bottomless pit of inventory,’ Ganot said. ‘I’m suggesting that he who hesitates may have a problem.’ Jack Hanrahan, senior vp/media director at Leo Burnett – which buys MTV for clients such as McDonald’s, Nintendo, Samsonite and Sony – agreed with Ganot’s assessment of MTV’s inventory but questioned whether there’s any need to leap into an early upfront buy. Others suspected the 50-75% figure was merely posturing.
Copyright Adweek L.P. (1993)