• July 10, 2006

Consultant, publisher and forecaster Jack Myers Monday released a report debunking trade reports that the 2006-07 broadcast network upfront advertising marketplace generated roughly $9.0 billion, down about $100 million from 2005-06. "The 2005 upfront total has been over-reported, and in fact totaled only $8.65 billion. This more accurately reflects primetime non-sports dollars and is more consistent with data compiled by major media buying agencies," Myers reports, noting, "The biggest inconsistency that needs to be incorporated into analyses is primetime sports budgets, most of which are spent on an annual and seasonal rather than upfront basis but have been included this year by the networks in their upfront spending totals." After factoring the impact of sports sales, Myers says a more realistic estimate for the 2006-07 prime-time network upfront is about $8.2 billion vs. a comparable $8.65 billion during 2005-06. "The market is down meaningfully," says Myers.