Upfront negotiations with the five major broadcast TV networks are close to wrapping up, according to media buyers, but the numbers aren't pretty. The onetime $9 billion-plus market is expected to
be off by as much as 10% to 15%. That means total broadcast volume could fall as low as $7.8 billion this year.
A good portion of the cable marketplace has moved as well. Cable secured
about $7.5 billion in commitments last year; volume is likely to be down anywhere from 7% to 12% this year, say buyers.
Among networks, buyers believe CBS may have taken some small amount
of share from rivals this year. CW, the broadcast network owned by CBS and Time Warner, as seen volume dip 10% to 12% from the approximately $360 million it secured last year. Sources say the
network sold about 65% of its inventory, down from approximately 75-80% in last year's market. Overall, the projected shortfall marks the first significant drop in upfront dollars since the
economic downturn of 2001. That year, the broadcast networks secured around $6.7 billion in upfront commitments.
advertisement
advertisement
Read the whole story at Advertising Age »