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Despite recent forecasts that the upfront would be slow, with little to no growth, nearly 85 percent of all broadcast network prime time upfront deals have been completed, and the total seems to be slightly higher than last year.
Estimates place the upfront, prime time advertising market at about $9.2 billion, compared to last year’s $9.1 billion, according to MediaPost.
The news is suprising, coming as it does after one of the worst television seasons in history, in terms of viewership, having lost anywhere from 12 percent to 15 percent of overall totals. Media buyers have said that, unexpectedly, advertiser budgets came in higher than expected, even from auto.
NBC has completed negotiations and has pulled $1.9 billion in prime time ad dollars - at mid- to high single-digit CPM increases. That’s up $100 million from last year, according to sources at NBC (via Mediaweek). The network sold 30 percent of its Super Bowl inventory, at about $3 million per :30 spot.
One media buyer said NBC was “more reasonable” in deals this year.
ABC looks to get $2.5 billion on the books, up from $2.4 billion a year ago, at an average of 8.5 percent to 9 percent CPM increases.
CBS and Fox are more slow-moving, but CBS looks to be asking for, and receiving, 7 percent to 8 percent price hikes. Fox is pulling 8 percent to 9 percent hikes.
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