Network Market Stays Somnolent

NEW YORK – The network marketplace continued in its coma, as buyers ignored 3rd QTR in favor of upfront planning and strategizing. The market right now is ‘blank, zero, dead,’ said independent buyer Cliff Botway encouragingly. ‘I’m going in a little early,’ said a buyer with a small budget, who laughed at the irony in calling the first week of June ‘early’ for 3rd QTR. Prime prices appear to be soft, as usual, with a schedule of good quality going at upfront levels at the most. Buyers say that scatter’s softness and the continued availability of a fair chunk of June inventory helps to dampen an already soggy-looking upfront. Daytime remains strong, and news is also pretty healthy.
Copyright Adweek L.P. (1993)