Hasta La Creative!

CHICAGO (AdAge.com) — Prodded by clients struggling with the recession, media buyers are asking TV networks to roll back advertising prices, both in the current scatter market and for ad time booked during the 2008 upfront. Network executives, while sympathetic to their clients' problems, say there's enough demand in the market to keep prices near where they have been since the May upfront. But if the economy worsens, that could change in the second quarter and affect next year's upfront market. Ad pricing is certainly a subject that's being discussed as companies look to cut costs. And media spending is a major expense for marketers.