Myers Foresees 'Robust' Scatter Market


The Jack Myers Report released its latest 'Advertising Confidence
Index' Thursday, which found that advertising decision-makers anticipate a
'robust' network scatter ad-sales marketplace from the fourth quarter of this
year through the second quarter of 2003.

'The continued high levels of confidence in fourth-quarter scatter spending
suggests that this year's fourth-quarter network spending could be especially
strong,' Jack Myers Report editor Jack Myers said.

He later added that the scatter outlook applies to both broadcast and cable

Myers conducts its confidence survey among ad-industry executives twice a
year, with this one conducted Aug. 15 through 31.

Of 500 ad-industry executives who were sent questionnaires, 225 responded for
a 45 percent response rate.

When asked about their media-spending outlook for 2003, 55 percent of the
total sample and 63 percent of the agency buyers expected it to 'remain stable,'
while 35 percent of all respondents and 30 percent of agencies felt that it
would increase.

However, Myers pointed out that the survey is 'especially positive' since 44
percent of the clients foresaw increased spending next year.

A total of 40 percent of all respondents expected final-quarter-2002 scatter
sales to be greater than last year's, versus 34 percent saying equal and 26
percent saying less than last year's market.

However, the media-sales executives' bullish replies were the main reason for
the 'greater than' lift. Among media-sales executives, they were 59 percent, 34
percent and 8 percent, respectively.

Among clients, the percentages were 32 percent, 34 percent and 34 percent,
respectively. On the agency side, the respective percentages were 29 percent, 39
percent and 32 percent.

Looking ahead to scatter sales in the 2003 opening quarter, 42 percent of all
respondents foresaw a market greater than a year ago, 37 percent equal to a year
ago and 21 percent less than last year's.

The client percentages were 35 percent, 44 percent and 21 percent,
respectively, while the agency percentages were 36 percent, 37 percent and 27
percent, respectively.

As for the 2003 second-quarter scatter outlook, 45 percent of the total
sample said it would be greater than a year ago, 39 percent equal to and 16
percent less than a year ago. The clients, however, leaned heavily toward its
being equal to a year ago, whereas the agencies were evenly divided as to its
being equal to or greater than a year ago.

The client percentages were 31 percent, 50 percent and 19 percent,
respectively, whereas the agencies' percentages were 38 percent, 40 percent and
22 percent, respectively.

In both 2003 breakouts, the bullish media executives' responses again
bolstered the total 'greater than' percentages.