TV Advertising To Get Slammed
Posted on May 8, 2008
Merrill Lynch analyst Jessica Reif Cohen dumped cold water on hopes for a strong “upfront” ad sales session when the talks begin next week. She thinks the overall market for prime time broadcast TV will be down anywhere from 2% ($8.79 billion) to 14% ($7.73 billion) from the $8.9 billion spent last year. There’s been a ton of posturing from CBS (CBS), Disney (DIS) and News Corp. (NWS) about the high prices they’re getting for ads this spring in the so-called “scatter” market of remnant ads. Their conclusion is that it means the upfront — where 80% of TV ad inventory for the coming year is sold — will also be strong. [Link]
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