Studios getting TV deals in the scatter market

Movie studios are among those marketer canceling upfront deals with TV networks and instead snatching up inventory on the scatter market, according to AdAge via MBP.

Studios are taking advantage of the bargain rates on the scatter market (defined as inventory left over after the upfronts are done), with spots selling for up to 30 percent less than they were last year. ABC and NBC are also said to be offering to run free trailers for the studios after a certain number of ads are bought.

The deals come at a good time for studios, who are cutting marketing budgets by anywhere up to 10 percent, cutting that’s being supplemented with increased publicity activity.