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Scatter Forecast, Plus First Look at 2010 - 2015 Broadcast and Cable Network TV Ad Revenues

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The most important question being discussed in the television business today is "will the scatter market be strong?" With networks – both cable and broadcast – holding significantly more inventory going into the fourth quarter 2009 and 2010 than they have in recent years, they have bet the bank that scatter will not only outperform the Upfront on a cost-per-thousand basis, but that there will be sufficient demand to meet overall budget goals. They didn't have much choice in the matter, since total ad spending is down and networks successfully maximized their revenues per unit in the depressed Upfront marketplace. In this week's report I share insights on likely scatter market conditions and some interesting nuances to the just-concluded Upfront. Also in this report is my first look at the long-term economic prospects for the broadcast and cable network advertising marketplace.

Jack Myers consults with media, agencies and marketers on transformative business models and revenue growth strategies. He can be contacted at jm@jackmyers.com.