As the upfront advertising market exploded last week, a number of cable
networks took a front seat at the annual Madison Avenue bazaar.
Turner Broadcasting System Inc., Universal Television and Discovery Networks
U.S. wrote significant business concurrent with or right after the broadcasters
had secured their orders.
"This simultaneous [cable action] has occurred before, but never to this
extent," said Jack Myers, editor of industry publication Jack Myers
"The top-tier cable networks offer strong programming that is a good
alternative to broadcast. That's attractive to advertisers," said Universal TV
ad-sales chief Jeff Lucas, who also noted that high pricing from the networks
turned some agencies and clients toward cable.
Despite the huge outlays to broadcast and syndication's movement, Myers
believes cable's early claim foretells great strength in that marketplace
Last Friday, he said cable could surpass his revised forecast for a 16%
advance, to some $5.35 billion, when all is said and done.