The late start to the ad-buying period for the 2001-2002 US television season is starting to cause concern for the TV networks, according to an article in the US’ Mediaweek yesterday. The site reports that with only three weeks before the start of the season advertisers have placed formal orders for only around a third of the fourth quarter commercial airtime they ‘reserved’ in June’s upfront sales.
June’s upfront sales were already thought to be around 14% down on the previous year (see
US ‘Upfront’ Autumn TV Airtime Sales To Drop 14%, Says ABN) and the weakness of the final orders confirm the continued ill health of the ad market.
Mediaweek says that around 80% of upfront sales are normally confirmed by the end of August and that this will be the “tightest squeeze” for the networks to convert upfronts to definite orders before the programmes actually go to air.
The slowing effect of the economic weakness has been compounded by protracted dealing with the cable networks as agencies seek to gain lower prices and the operators seek minimise discounts (see US Cable Upfront Airtime Sales Look Weak).
