Scatter Market Stuck in Neutral as Q4 Launches

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It’s nervous time for broadcast and cable network executives as the fourth-quarter scatter market begins. For the sellers of free TV, later-than-usual finalization of upfront orders has left the six broadcast networks nervously sitting on about $200 million in unsold inventory. Meanwhile, most cable advertisers did commit during the upfront, which, combined with anxiety over the economy, has led to very little spending on cable networks.

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