Scatter market is shot, say buyers


According to a NY Post story, the television scatter market is in tatters. Demand for television ad time sold closer to the actual air date is plummeting as TV ad execs report that their phones are eerily quiet during what is normally a busy time of the year.

"The marketplace is dead," said one cable ad sales executive. "There is no new business or additional ad categories coming in."

A year ago, the scatter market was so hot that prices were 30% more than those set during the upfront market, the story said.

“This year, the economic downturn has clobbered several of the biggest ad categories, including automotive, financial services, retail and real estate.

National television is faring better than local TV, which has been hard hit by problems in automotive and retail, but the TV market is still weak,” said The Post.