NBC is on course to land a volume increase in the upfront as inventory is packaged with other NBCUniversal properties, according to a person with knowledge of the situation. Bundling is such that
every prime-time buyer so far has made a package deal, which is in line with the company’s go-to-market strategy.
Prime-time CPMs are up in the 7% to 8% range, according to the
person with knowledge of the situation. Volume is likely to be up even without “Sunday Night Football.”
NBC's ratings, by one measure, were down 4% in the 18-to-49 demo this
season. But it came close to topping Fox for second place, an improvement over its recent fourth position.
With USA and Bravo, cable networks are landing CPM bumps as high as 9%, according to the
person with knowledge of the situation.
It's not clear how far along NBCU is in negotiations and the company would not comment. Barclays projected volume last year for NBC prime time at $1.8
Among the Big Four broadcasters, Fox is nearly done, with volume down 10% due in part to ratings declines. CBS was said to be coming in with flat volume.
Even with NBC's bump,
an increase at ABC may still be necessary for the Big Four to finish above last year in total volume.