As the dust from the 2009 upfront settles, one thing is clear – the impact from a 10 to 15 percent decrease in upfront spending will be felt in this year’s scatter.

This year as marketers watched their own business performance closely and assessed their media needs they were reluctant to commit their entire budgets in the upfront. As a result, the scatter season (Q4 2009 through Q3 2010) will be riddled with a flurry of activity.

Scatter Spending To Increase
Based on the above factors, Empower MediaMarketing’s National Media Team expects networks to seek CPM increases in the scatter market.

For marketers buying inventory, there are three ways to make the most of this year’s scatter season.

• Be Flexible: Marketers advertising across multiple quarters during the scatter should consider committing to a multi-quarter purchase if a specific network is a fit across their schedule. By stratifying the approach by network instead of by quarter, marketers can realize cost efficiencies by partnering with key networks.
   
• Buy Early: Buying during scatter season used to allow marketers to wait until two to five weeks prior to the air date to make purchase decisions. Waiting this year will result in higher CPM premiums. Marketers will want to buy as early as possible to get a better deal before inventory prices increase.
   
• Buy Differently: The economy is impacting consumer media habits. This shift might require a new approach to your media strategy. By creating a flexible daypart and media strategy, you may be able to reach your audience more efficiently than before. 

Marketers stand to benefit by anticipating this new scatter season. Capitalizing on these changes is key as marketers are spending, just spending differently.

:: By Michele Toller, Director of National Media Team

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