ABC Price Hikes Highest in Upfront

The final prime time dollar tally for the upfront marketplace remains unknown, even as buyers and networks begin wrapping up their business this week and turn their attention to cable and then syndication, writes Mediaweek. Many media agency execs have said that they have held back money in expectation of new programming and digital opportunities that will arise after the season begins, which means that the total amount of upfront business written will likely be less than last year's approximate $9 billion. While last week, insiders estimated that about $5 billion in prime time advertising had been written, total take will depend on how each network calculates its upfront dollars. For example, NBC's upfront take will vary greatly depending on whether it includes its four hours of Sunday Night Football sales in its tally.