Q4 Ad Activity Beating Expectations

摘要

It's rare that media owners and media buyers agree on the state of the TV ad market, but both sides suggest that the final quarter of 2009 is proceeding at a brisk pace. One category buoying the market in particular is retail, with the likes of Wal-Mart, Target, Macy's and Kohl's all jostling for the best ad slots and starting the holiday season almost as early as Hollywood.rnDomestic auto marketers are also out spending more than expected, with Chrysler something of a surprise, say market players. On the CBS third-quarter call, CEO Leslie Moonves said: "Toyota, Ford and GM have all been very public about their need to spend more money in advertising. We've certainly seen the benefit of that."rnMoonves said scatter pricing was running 25% above upfront levels in the fourth quarter, while Disney says it is seeing a 20% premium on upfront rates in the current period.