• by David Goetzl  @dgoetzl, November 2, 2007

Some cable networks may have grudgingly been pushed into doing upfront deals based on the new C3 currency, but the overall dollars in the market rose 7% this summer versus a year ago to some $7 billion, according to figures from the trade group Cabletelevision Advertising Bureau.

The strong results followed a robust broadcast market that could have squeezed some advertisers out, who then transferred spending to cable. The cable upfront a year ago was flat at $6.5 billion compared to the year before.

News of the CAB figures was first reported by Mediaweek.com.

Cable networks have reported sizable CPM jumps since the upfront closed, even as they factored in potential ratings falloffs from the C3 data, which the CAB said was the currency used for at least 85% of deals. However, networks may not have as much inventory to sell in the scatter market going forward, particularly if C3 ratings create an unexpectedly high ratings falloff.

So far this season, some leading networks that target 18- to-49-year-olds have experienced double-digit drop-offs between the traditional program ratings and C3, including TNT and A&E (both down 11%).