Network: Active

NEW YORK – The network marketplace remains active, with prime moving, and most other dayparts red-hot. Prime is ‘a little snug – tighter than I’d want it,’ said one buyer, with premiums fixed in the mid-single digits. The nets are telling buyers they collectively need $100 million in prime to close out the quarter. Buyers are automatically, skeptically, pinning the hole at closer to $125 million. Even at the lower figure, noted one network buying chief, ‘that’s a lotta dough – especially at $85,000 a pop.’ That low-unit cost is cited because the only inventory remaining is from the bottom of the barrel – ‘there’s a lot of Briscos, Joe’s Lifes and Theas,’ noted the buying chief. Prime only looks weak compared to other dayparts. Daytime is a runaway, with dollars chasing whatever’s left. CBS, practically sold out, is said to be asking premiums up to 40%; ABC is asking 15-20% and has a bit of time still to sell; NBC is asking 5-10% and is slightly more available. There are avails in the evening newscasts, but the breakfast shows are said to be sold out and even the early-early morning shows are just about gone. Latenight is real tight, with some Chevy money coming back in and buyers in a frenzy for Letterman units. There is kids inventory available, but there doesn’t seem to be much money yet. In sports, ABC has plenty of New York Marathon units left.
Copyright Adweek L.P. (1993)