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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.

Mediaweek also points out that NBC has reduced its CPM about 5 percent from last year’s upfront and has upped its inventory in order to accommodate those price cuts.

ABC is still said to be doing deals at a 3 to 4 percent increase over last year, which - if it bears out - will make it the network with the highest hike.

The flat to low broadcast upfront price hikes will likely mean a modest cable upfront, as well. “The price on broadcast was lower than people expected going in, and if anything, that will be a detriment to what cable does,” according to the sales head from a general entertainment network.