Though the upfront process has yet to be completed, media consulting company Media Dynamics says national TV networks are looking at a 4.5% rise, or $800 million, to land at $18.61 billion -- $9.86 billion for cable networks and $8.75 billion for the broadcast networks.
It is the first time the upfront TV market has seen a gain in dollars since the 2013-2014 upfront selling period.
In the two previous years, the upfront market witnessed declining dollar volumes of 3.0% for the 2015-2016 TV season and 4.4% in the 2014-2015 TV season. Upfront dollar volume for the coming season is back to near levels seen for the 2012-2013 TV year, when estimates totaled $18.67 billion.
CPMs, the cost per thousand viewers, has climbed around 10% so far, according to Media Dynamics estimates -- to an broadcast network average of $47 for prime time adult 18-49 viewers, compared to $43 for the current season.
Cable’s network CPMs are estimated to be $31 for next season versus $29 for 2015-2016.
Much of traditional TV networks rise in upfront dollars this year has to do with advertisers concerns over digital media in terms of “visibility” of commercials -- including ad blocking technology. Ed Papazian, president of Media Dynamics, says this has slowed some digital media buying.