Magazine article Variety

Networks Dive into Upfront Ad Derby

Magazine article Variety

Networks Dive into Upfront Ad Derby

Article excerpt

SALES FORCE

TV's upfront marketplace has started to move. And once again, Fox is doing the pace-setting among the Big Four networks.

The annual sales frenzy during which big TV networks sell the bulk of their ad inventory got under way in earnest last week, on the heels of the long Memorial Day weekend. The early kickoff is a sign of strong demand and an indication that haggling over price won't be drawn out, as is sometimes the case.

Industry execs said Fox and ABC appear to be farthest along in terms of talking to clients and agencies, and registering budgets, though all the TV players are actively holding discussions. People familiar with the situation said Fox had made some early deals, with ABC believed to have done the same. The Big Four nets and CW are expected to book around $9 billion this year.

The same sources said Fox was initially asking for CPM hikes of 8%, or in some cases, slightly higher. The bid is similar to Fox's asking point in last year's discussions, when the network secured CPM increases of between 7% and 9%. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.