Among the Big Four networks, ABC continues to ask for CPM bumps in the 7% to 8% range, while Fox is nearly finished. NBC appears to be moving at a much slower pace, perhaps while pursuing broader deals across NBCU properties.
CBS secured flat volume, despite a ratings decline of about 3% by one measure. Still, it finished first in the 18-to-49 demo by a considerable amount. A CBS representative declined comment.
If CBS is a bellwether, then the market could struggle to the top last year as Barclays had projected. Albeit slightly, the firm projected an increase to $9.2 billion from $9.15 billion.
Flat volume might have been more of a troubling prospect to networks in past years, but now with carriage fees and sales to Netflix and Amazon growing, it may be less of a concern at large media companies.
advertisement
advertisement