The US television ad market is demonstrating a healthy advertiser demand, according to Merrill Lynch analysts.
The broker says that information coming from both networks and agencies has “reaffirmed strong underlying trends for the current advertising marketplace.”
Current scatter market prices in the US (see INSIGHTanalysis: US TV Advertising Rebounds, Radio Lags) are running between 25% and 40% higher than last year’s upfronts and cancellations are well below normal levels, according to the report.
