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Breakage in Fox’s upfront market has left the network with holes to fill during its sports programming: Cingular has pulled its commitments worth anywhere from $3 million to $25 million out of Fox and plans to spend it with other networks, according to executives close to the situation, AdAge reports. The commitments, part of a deal to purchase airtime on Fox sports programming, were apparently pulled approximately three weeks ago.
Neither a Cingular spokesman nor the president of Fox ad sales, Jon Nesvig, would comment on changes to the upfront buys. Ironically, it was Nesvig who said in September, about the possibility of dropped commitments, “There has been almost zero breakage - best I’ve ever seen - and a number of advertisers have been adding to their upfront [buys].”
While other advertisers have been contacted about covering the holes left by Cingular’s pullout, the drop has apparently not affected Fox’s sponsorship of the hit Fox show American Idol.
One executive with knowledge of the situation said the dropped commitment was simply the result of politics, based on the fact that Cingular inherited two media agencies following its purchase of AT&T Wireless.
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