Final answer:
John Inc. likely purchased airtime in the scatter market, where companies buy advertising spots at a premium price closer to the airdate of the show.
Step-by-step explanation:
In the scenario where John Inc., a manufacturing firm, did not purchase airtime before the season premiere of a popular national television show and subsequently pays a higher price for 15-second spots, the company is likely to have purchased airtime in the scatter market. The scatter market refers to the buying and selling of advertising slots on television that occurs outside of the upfront market, which is where airtime is purchased before the television season begins. Instead, the scatter market allows companies to buy advertising spots closer to the airdate of the program, usually at a premium due to the decreased availability of slots and higher demand.
Based on the information provided, John Inc. likely purchased airtime in the scatter market. The scatter market refers to the practice of purchasing advertising spots closer to the airdate, when availability is limited. In this scenario, John Inc. was unable to secure airtime ahead of the season premiere and had to purchase 15-second spots at a higher than average price, indicating they likely purchased in the scatter market.