scatter
n.— «“Disney is positioned to deliver strong (second-half) earnings growth, caused by rating-driven scatter, strong film results against easy comparisons and deferred affiliate revenues,” he said. Scatter is the term for selling advertising space with short notice instead of months in advance, as is typical.» —“Earnings Preview: Walt Disney Co.” in New York MSN Money Aug. 7, 2006. (source: Double-Tongued Dictionary)
Further reading
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