MARKET STARTS AD-ING UP.

Byline: JON LAFAYETTE

That light you see at the end of the tunnel may just be an oncoming advertiser. In a sign that the media economy, and by extension the overall economy, may finally be pulling out of a two-year funk, the marketplace for advertising time on cable networks during the fourth quarter is heating up considerably. Ad buyers say prices for spots are rising as companies in the packaged goods, soft drink, alcoholic beverage, wireless communications, movie studio, retail and automotive categories have touched off a second wave of spending in the fourth-quarter scatter market.

Market participants said Johnson & Johnson made a significant buy on TV Land, paying 40% above rates the network was charging during June's upfront, when advertisers buy TV time in advance …