SPOT TV: A FALSE SPRING By LAUREEN MILE

For a brief stretch during the spring, the good old days returned to the spot market. Sellers set the rates, prices doubled in less than a month and media buyers found thems

Laura Silton, senior vp/director of local broadcast at McCann-Erickson, is among the underwhelmed. ‘The economy has been coming back, but it’s a mixed picture,’ she says. Silton believes that, after reining in ad spending for several years, companies may be ready to spend more on spot.
But she cautions that the marketplace is only ‘somewhat restored,’ especially where retailers are concerned.