Upfront Ad Sales Wrap as ABC Ties Up Loose Ends Ad Age
With ABC wrapping up its upfront advertising sales, the broadcast negotiations are essentially over, Ad Age reports, and the five English-speaking networks brought in an estimated $8.8 billion to $9.3 billion -- roughly in line with last year's totals.
"Based on media buyers' estimates, ABC secured flat to slightly less volume than the approximately $2.2 billion it notched in last year's upfront," Ad Age reports. "The network ended the 2012-2013 season in last place, with an 8% decline in the all-important 18-to-49 demo, meaning it had less ratings points to sell."
ABC was able to bring in price increases in the range of 7% to 8%, improving slightly on last year's increases of 6% to 7%.
The broadcast upfront took longer to wrap this year than it has traditionally taken.
"In recent years it has become customary to finish up deal making by the July 4 weekend, but ABC's desire to hold out for price increases and NBCUniversal's tactic of bundling all its broadcast, cable and digital assets delayed and complicated negotiations," the report notes.