Recently during the broadcast network upfront, availability of media time was down over a half-billion for the 2009-2010 season. Networks are trying to capitalize on a stronger Q3 and Q4 and expect revenue to be higher for those time periods they are holding onto. Brand advertisers are picking up the pace advertising on major networks, and are responsible for the lack of pre-sale time periods available at the upfront. Broadcasters are holding onto inventory hoping for better rates in a scattered market. This may translate into more inventory for direct response advertisers to grab onto. Read more at AdWeek.com.