• by Wayne Friedman , June 8, 2010

The broadcast network part of the upfront advertising market is nearly done -- with CBS and ABC completing their selling of commercials for the 2010-2011 broadcast season. They join Fox and CW, which finished their upfront sales efforts last week.

Now, media industry executives estimate that 17% more money was added to the prime-time upfront versus a year ago, landing around $7.3 billion for five networks -- up from $6.2 billion a year ago.

CBS now sits at $2.0 billion; Fox at $1.9 billion; ABC landing at $1.9 billion; and NBC on pace to get to $1.2 billion -- with CW at $325 million, per media insiders. NBC seems to be the laggard -- as has been expected. But it should finish soon, according to advertising executives.

CBS and ABC grabbed high-single-digit CPM viewer increases: 8% to 8.5%. This came close to Fox, which set the bar high as the leading TV broadcast network. Fox was the first to finish its upfront business last Monday. Media executives say the network gained price hikes anywhere from 8.5% to 9%. NBC is estimated to be getting 7% to 7.5% gains. The CW, an average 7.5% increase in CPMs than a year ago.

CBS stated: "As we close out the upfront, we are pleased to once again be in the leadership position, with rate increases and total volume commensurate with our No. 1 standing in the marketplace."

All this should lift Fox's average CPM for 18-49 viewers to around $36.25, according to one media executive. ABC will move to $33.00; CBS to $32.00; and NBC to $26.50. These are net costs after agency fees to marketers, according to one executive.

Media executives said overall network sell-out levels were much higher than a year ago -- inking deals for around 75% to near 80% of their respective commercial inventory supplies. Last year, network levels were around the 70% range.

The marketplace moved much quicker and sooner than last year, when deals were slowly completed in the last days of July.