Spot Market Breathes Its Last

NEW YORK – Despite a few bucks coming in drips and drabs, 4th QTR spot TV is basically dead, says one buyer. This quarter is ending up much better for the stations than buyers had expected. Most of the stations’ good fortune, though, is due to political spending, so buyers doubt the much of it will carry over to next year. One exception to that, though, is Chicago, which – like the rest of the Midwest – is having a great quarter. Advertising for the Illinois primaries in March will probably begin in February leaving a fairly small window where there is no political advertising. And with the Olympics around that time, buyers are expecting Chicago’s 1st to be as crazy as its 4th. The Midwest is the country’s hot spot market.
Copyright Adweek L.P. (1993)