Broadcast networks adjusting to more last-minute ad buys

09/8/2009 | Advertising Age (tiered subscription model)

The broadcast ad model is shifting, with many networks holding back at least 10% more of their upfront inventory than is typical, to sell in the scatter market, per this article. "We're seeing the broadcast model at the networks morph a little bit in the last nine months to what cable has historically experienced, which is a lower sell-out in the upfront and more scatter on a 52-week basis," said Mike Shaw, president-sales and marketing at Walt Disney's ABC.

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