Q4 Scatter Outlook Debatable
Calling the Q4 scatter broadcast market a "leaky faucet," Carat USA Director of National Broadcast Andy Donchin says business is coming in "but it isn't flowing." MediaWeek's Megan Larson posits the uncertainty surrounding the election and the price of oil as possible causes for the low demand as well as the late start of some Q4 programs.
Broadcast networks are doing business at or slightly above upfront prices; cable is a bit lower; movie studio money continues to flow.
And, eyeballs continue to shift unexpectedly.