TV nets avoid deep upfront pricing dips

08/25/2009 | Wall Street Journal, The

By holding back commercial inventory to be sold on the scatter market, TV networks were able to avoid the deep pricing cuts many expected during the upfront sales season. Standard & Poor's analyst Tuna Amobi estimated that, overall, prices for network spots sold on the upfront market dipped 3% to 4% below last year's average rates. Amobi said: "I was rather surprised. I had been forecasting decreases of mid to high single digits."

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