The upfront market for syndicated fare is moving briskly this year, with buyers looking to wrap up the $2 billion market in the next week or two. More than half of the market is already done, and
top-tier programming is getting mid-to-high single digit CPM increases. "It's at a faster pace than we have seen for the last couple of years," says Amy McMahon, associate director at Starcom USA.
More money form drug companies seems to be fueling the pace, along with some companies' failure to get time on the broadcast nets. And most of the syndie pacts are being drawn on the basis of commercial ratings -- when they also account for folks who watch show on their DVRs within three days of broadcast.