WHY THIS MATTERS:Michael Nathanson said that between weak rating trends and modest volume in the scatter market, he's lowering his projection for 2017 total TV ad revenue to -4% from -3.5%.
WHY THIS MATTERS:The discount means that a station group only has to count half the audience of its UHFs toward the 39% cap, which dates from the pre-digital TV days when UHFs were the weaker signals.