In the media world, buyers face a crucial decision when purchasing ad spots: whether to buy in the scatter market or the upfront market. These two approaches differ significantly in timing, strategy, and potential outcomes. Understanding the nuances of each can help advertisers make informed decisions that align with their marketing goals and budgetary constraints.
The Upfront Market: Planning Ahead
The upfront market is characterized by its forward-looking approach. Advertisers who choose this route commit to buying advertising time several months in advance of the upcoming television season. This early commitment comes with several advantages, but also some potential drawbacks.
One of the primary benefits of upfront buying is the ability to secure guaranteed inventory. By purchasing early, advertisers can lock in prime inventory in popular shows before they sell out. This is particularly valuable for brands that want to be in specific programming that aligns with their target audiences, and ensures a consistent presence throughout the year. Another significant advantage of the upfront market is the potential for better rates. Networks often offer discounted prices to upfront buyers as an incentive for early commitment. These locked-in rates also provide a measure of protection against potential price increases that might occur later in the year in the scatter market.
The upfront market also allows for more strategic long-term planning. Advertisers can align their video campaigns with their broader marketing initiatives and allocate budgets well in advance. This approach can be particularly beneficial for large brands with stable advertising budgets and consistent messaging needs.
However, the upfront market isn’t without its challenges. The most significant drawback is the lack of flexibility. By committing far in advance, advertisers may find it difficult to adjust their strategies in response to changing market conditions or unexpected events. Additionally, if a show doesn’t perform as well as anticipated, that lack of audience may result in the investment not yielding the desired results.
The Scatter Market: Embracing Flexibility
In contrast to the upfront market, the scatter market involves buying ad time closer to the air date, typically a few weeks or months before broadcast, for a shorter period of time. This approach offers a different set of advantages and challenges compared to upfront buying.
The primary benefit of the scatter market is flexibility. Advertisers can respond more readily to current market conditions, emerging trends, or short-term promotional needs. This agility can be particularly valuable for businesses with fluctuating budgets or those who only need to heavy up in certain times of the year. In addition, the scatter market also allows buyers to adjust to real time market performance. Advertisers can align their buying decisions with recent ratings data, ensuring their ads appear in programs that are currently performing well. This performance-based buying can lead to more efficient use of advertising budgets. The scatter market also generally requires a lower initial financial commitment. This can be beneficial for smaller businesses or those with variable budgets who may not be able to make large upfront investments.
However, the scatter market comes with its own set of challenges. Perhaps the most significant is timing the buy. As inventory becomes scarcer closer to air dates, prices can increase, especially for popular shows. Additionally, prime inventory may already be sold out, leaving advertisers with less desirable options. The scatter market can also be more time-intensive, requiring frequent negotiations and decision-making. This can strain resources, particularly for smaller marketing teams.
Choosing the Right Approach
The decision to buy in the scatter market or the upfront market isn’t always clear-cut. Many advertisers opt for a mixed approach, leveraging the benefits of both markets to create a balanced media buying strategy. Upfront buying might be the best choice for advertisers with fixed budgets who prioritize securing premium inventory at better rates. It’s particularly suitable for brands aiming for a consistent presence throughout the year. On the other hand, scatter market buying suits those who need flexibility, have varying budgets, or want to capitalize on current trends. It’s also beneficial for testing new markets or responding to competitors’ actions.
Ultimately, the best approach will depend on individual business needs, marketing objectives, and market conditions. By understanding the differences between these two buying strategies, media buyers can make informed decisions that optimize their advertising investments and achieve their marketing goals.
Consider PBS KIDS
As you finalize your media plans for this year’, remember PBS KIDS. Although non-commercial, PBS KIDS is available for national corporate sponsorship in both the upfront and scatter marketplace. Like traditional upfront deals, full-year sponsors enjoy unique advantages, including maximizing their reach to the coveted W18-44 demo regardless of budget constraints. Contact us to learn more about corporate sponsorship packages and download our broadcast calendar to make planning your media buys a whole lot easier.
Source: *Kantar | SGPTV, US Video Audience Insights 2023
