Buyers' Market Last Summer Not Likely in 2010

Barclays Capital predicting a 20% increase in total upfront volume to $8.26 billion for the Big Four networks this summer. Factors include the current strong scatter market and resurgence of the auto category.

For individual networks, Barclays predicts CBS will land a 27.5% increase in volume to $2.43 billion; Fox will be up 22% to $1.96 billion; ABC to increase 16.2% to $2.21 billion; and NBC will have a 12.8% bump to $1.65 billion.

CPMs? Barclays says look for high single digit increases.

Barclays noted that a 20% increase in 2010 would be in line with what happened coming out of the last recession, when volume was up about 21% for the 2002-03 season.

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