With 2018-19 upfront prime-time TV ad sales negotiations essentially wrapped up, Media Dynamics has updated its historical record to include estimates for the volume and CPMs and growth rates for broadcast and cable TV networks.
Cable networks took in $11.1 billion, an increase of 4.7% over the 2017-18 upfront season.
Demand continues to outstrip supply for upfront deals, with average CPMs rising 10.2% for broadcast networks and 9.7% for cable networks.
"Despite continued gloom and doom predictions, advertisers have once again indicated that their confidence in national TV remains very strong, despite issues regarding rising commercial clutter, rating fragmentation and outdated targeting mechanisms," the Media Dynamics report states, adding: "And while OTT and addressable TV are siphoning off some ad dollars from linear TV budgets, the much-anticipated migration of eyeballs to digital video platforms has not yet materialized to the extent that was forecast. Many of digital media's problems — low reach, lack of ad visibility, fraud, high buying costs and unreliable audience metrics — have put off some brands, who are choosing to play it safe with linear TV."