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Cable Upfront Ad Market Shows No Life
Media agencies are demanding significant decreases in the CPM prices versus a year ago, which has slowed the $6.2 Billion upfront cable market to a crawl, MediaPost reports. “The market has absolutely no life,” said one cable advertising network executive. “Agencies are pressing for negatives.” They don’t want to see a plan, he added, “unless there is a negative number attached.” Cable executives are saying deals that are already inked have been at flat pricing versus a year ago.
Media buying and selling executives say some established networks, such as Turner, Discovery, and A&E, are anywhere from 40 percent to 50 percent sold toward their respective upfront goals. Mel Berning, A&E’s executive vice president of advertising sales, would only say: “The marketplace pricing in general is flat.”
Some reports have surfaced that major agency groups that made initial deals at flat or plus 1 percent CPM price increases now want to redo those agreements at pricing rollbacks versus a year ago. Many cable networks are angry and balking, saying they prefer to stick to the original agreement.
Cable executives say OMD USA is spreading the word that average cable market program prices should be at four percent below last year’s numbers.
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Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
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Other recent Publicis…
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