In a word, first-quarter network television scatter sales were slow. Buyers report paying price premiums about 5% over upfront prices--30% lower than a year ago.
But executives say the scatter pace will pick up later in the year when Olympics- and election-related spending heats up.
"Things are kind of soft right now," says Bob Riordan, EVP/ director of network broadcast, PMG. "It's very much like fourth quarter. There was a burst of telecom, pharmaceutical and entertainment/studio dollars. Then it got quiet."
Jean Pool, EVP/COO, Universal McCann, agrees. "It's quiet out there. First-quarter scatter doesn't seem very strong. And fourth quarter …
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