In what is being portrayed by media buyers as a major miscalculation in the upfront marketplace, NBC appears to have hampered its ability to bring in more prime-time upfront ad dollars for the 2005-06
season by initially taking a hardline against dropping its cost-per-thousand viewer ad rates, but finally relenting after no agency was willing to pay the network's CPM increases.
Read the whole story at Mediaweek, June 6, 2005 »