Question

John inc., a manufacturing firm, failed to purchase airtime before the season premiere of a popular national television show. however, the company was able to purchase 15-second spots at a higher than average price. in this scenario, john inc. is likely to have purchased airtime in the

Answer 1

Since the company, John Inc., was said to have been able to purchase 15-second spots at an above-average price, it is likely that the company purchased airtime in the scatter market. The scatter market allows for the purchase of airtime at a time closer to the actual broadcast but at a higher price. On the other hand, there is the up-front market wherein you buy airtime well ahead of time, for instance, when the broadcast schedule was just set.