ABC looks to the scatter market

07/30/2009 | Advertising Age (tiered subscription model)

While the networks are accepting some rollbacks in upfront advertising CPM prices, ABC reportedly is hanging tough and refusing deals involving significant price reductions. Tom Staggs, senior exec VP-chief financial officer of Walt Disney Co., said, "We anticipate selling less of our inventory in this year's upfront than in recent years," and indicated that the company expects the scatter market to yield more favorable pricing.

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