CBS CEO: Improvements In Ad Markets Continue
17 9월 2009 - 2:52AM
Dow Jones News
Les Moonves, chief executive of CBS Corp. (CBS), said Wednesday
the improvements in advertising markets that he has been observing
for several months are continuing in the third quarter.
At an investor conference in New York City, Moonves said
third-quarter ad revenue from the so-called scatter market, where
advertisers purchase spots during the TV season, is up 30% from the
year-ago period.
Moonves added that scatter pricing is up "high single-digits"
from last year's upfront season, where advertisers lock in large
purchases in anticipation of the upcoming TV season.
He also said he was comfortable with the company's decision to
hold more ad inventory from this year's upfront for the scatter
market - a strategy adopted by many TV networks this year in hopes
that an economic recovery will drive prices higher as the season
progresses.
"When you have the ratings, the scatter market is a great place
to be," said Moonves. "All our major ad categories are beginning to
come back now."
Moonves also said he expects to take market share in the scatter
market this year thanks to NBC's decision to launch Jay Leno's new
comedy show in the 10 p.m. prime-time hour.
"There's no question that no matter how well Leno does, there's
going to be more dollars available for others in the marketplace
for the 10 o'clock hour," said Moonves.
He also said he noticed that Leno's audience ratings dropped
sharply for the second night of his show after a successful
debut.
-By Nat Worden, Dow Jones Newswires; (212) 416-2472;
nat.worden@dowjones.com