Autos driving scatter market

摘要

Back in June, when the upfront network-TV ad market busted through the roof, some ad-agency executives said they thought the $8.3 billion payday would come at the expense of this season's scatter market. Even network executives didn't think all the money would stick. Wrong. The scatter market is now going through the roof as advertisers can't seem to get enough network time and also seem to have rediscovered local TV as well. A handful of public companies, including Tribune, Hearst-Argyle, Acme and Granite Broadcasting, have upwardly revised their earnings and revenue guidance for the third quarter. Station operators also say the fourth quarter is on track to generate double-digit ad revenues.