Spanish Broadcasters Outpace Rivals In Upfront

A Wall Street analyst estimates the leading Spanish-language broadcasters posted larger volume increases in the upfront market than their general-market counterparts. Univision and Telemundo commanded total hauls that were up 9% and 7.7%, respectively, according to Miller Tabak + Co.’s David Joyce.

With the increase, Univision secured $1.5 billion in commitments and Telemundo, now owned by Comcast, drew $560 million.

According to Joyce’s report, Fox topped the English-language broadcast networks with an estimated 5.1% bump in volume, followed by ABC at 4.2%, CBS at 3.8% and NBC at 3.4%.

There are a slew of factors that could account for the Spanish-language surge. Univision and Telemundo believe their messages about a growing Hispanic population and the need for advertisers to spend more money to reach its members are resonating.

Yet analyst Joyce estimates the Big Four each sold less inventory than last year, at an average of 77%.

Joyce estimates that CBS landed commitments worth $2.75 billion and CPM increases of 8% to 9%. Fox, with seven hours less a week to sell, pulled in $2.1 billion with similar CPM increases. ABC’s volume was estimated to be $2.5 billion, on about 6.5% pricing increases. NBC was estimated to have taken in $1.8 billion on 6% pricing increases.



The CW was estimated to have only sold 76% of its inventory, while landing $420 million on about 7% price increases. Its volume increase percentage of 5% would then be above three of the Big Four.

Joyce estimates the cable market will collectively pull in $10 billion for an 8.1% increase. The Cabletelevision Advertising Bureau (CAB) reported a 16% increase last year.

The syndication market might come in $2.75 billion, which would be up 2.8% on less inventory sold. That comes as a slew of new shows are set to launch, including one starring Katie Couric.

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