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The networks will have the advantage in the upcoming upfront negotiations, and sales will be stronger than last year, Merrill Lynch analyst Jessica Reif Cohen believes.
Total dollars should rise about 4 percent to $8 billion for the four major networks, she said in a report issued yesterday, MediaPost reports.
Reif Cohen bases her projections on a few things. The scatter market has been strong., and tight inventory may make buyers think twice about holding off. Dollars will be flowing to NBC because of the Olympics, which may make tighten things up in other networks. And, the economy is trending up.
She believes CPMs will rise in the 3 to 5 percent range, and that ABC will lead with CPMs close to 5 percent higher than last year.
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