January 25, 2023
NBCU Upfront Nets $6B
- by Wayne Friedman , July 15, 2015
NBCUniversal’s total TV upfront revenue -- for its broadcast, cable and digital platforms -- was up 2% to $6 billion. “The market responded favorably to the innovative ways we are reaching and targeting our audiences,” NBC said in a statement.
NBC posted 5% price hikes when it came to the cost per thousand viewers (CPMs), according to media sources -- in line with industry expectations.
But the NBC network -- specifically in prime time -- witnessed volume results were down slightly from a year ago, according to media buying executives, when it was around $2.2 billion. Media estimates were broadcast networks in prime time could see a big 10% pullback in upfront volume from the $9.2 billion a year ago.
NBC did not disclosed the specific percentages regarding how much commercial inventory was sold. Typical prime-time upfront sales levels for networks are around 73% to 77%.
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Though NBC prime-time volume is expected to decline, adding other key dayparts -- late night and sports, specifically the big NFL franchise -- NBC posted a small rise versus a year ago, up 1% versus the same prime time, late night and sports total. In particular, late night has been a strong area recently for the broadcast networks.
NBC said digital video grew 50% for its upfront efforts; it didn’t offer specifics in terms of actual revenue.
When it comes to newer digital efforts -- data-specific deals -- NBC says its Audience Targeting Platform (ATP) and “NBCU+ Powered by Comcast” (a platform where marketers match consumer and third-party data for national TV buys with data from Comcast’s 20 million subscribers) posted good business. NBC also did well for its big cross media platform for marketers, called Symphony.
ABC is the now the last of the big broadcast networks to closed upfront deal-making.
Media executives say ABC still holding for higher price hikes in the 6% range. Though all networks lost ground in prime time among key demographics, ABC posted the best results in terms of modest declines.
As the figures for the broadcast TV networks become clearer, it looks as if their upfront primetime take this time will total about $8.3 billion or 4% less than last year. As for average CPMs, we see them rising by 3.7%, a respectable, if not spectacular turnaround from last year's upfront. So, it looks as if doomsday for the TV networks hasn't yet arrived, despite all of the dire predictions ---and hopes--- of competing media enthusiasts. Yes, the networks' ratings are still eroding, but enough advertisers are willing to pay more per viewer to make up for a good part of the audience losses. The message is obvious. the networks are still seen as providing quality and merchandisable showcases for advertisers who are interested in more than just CPMs.