Following The Future Of TV Ad 'Futures' Market (TV Watch, 9/19/08) - The Diigo Meta page

• 22 Sep 08
  

  Lawrence Jung

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  • Murdoch and Moonves may be upbeat, with “strong” being a relative term. There are other factors, including how much inventory has been sold in the period — which, if the period has been well sold in the upfront, would only raise CPMS on just a handful of inventory, not pointing to overall revenue growth.
  • And there is this: Media executives say there has indeed been a softening in the short-term scatter markets ever since the spring. “No one has turned me down yet when I asked about availabilities,” says one executive, about the current fourth quarter scatter market.
  • 
     If this is a weakening economy/recession with even more pain to come, as some experts have predicted, that “futures” market moniker may be short-lived this time around.

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