As CBS Wraps Its Upfront Sales, the Network Says It's Getting Higher Ad Rates Than Rival Nets -- but It Won't Disclose Them Ad Age
CBS says it is close to finished with its upfront ad sales, and says it has achieved the highest pricing and total sales in the market, Ad Age reports. But the company is not revealing numbers.
In a statement, CBS said: "As we near the finish line, we are very confident that CBS has once again achieved the highest pricing and most total dollars in the upfront marketplace. Agencies and clients continue to value the strength, stability and delivery that we provide as a pure-play broadcaster, and we are very pleased that in addition to C3, C7 is now playing a meaningful part in our negotiations."
"CBS declined to describe the dollar value of the ad commitments it secured, the amount of inventory it sold or the price increases it secured over last year's rates," the report notes. "But media buyers and analysts said CBS was securing increases in the cost of reaching 1,000 viewers as low as 5%. Other people familiar with the situation said the figure was slightly higher."
That would be below last year's rate increases, when CBS brought in price hikes between 7% and 8%, with ad commitments between $2.5 billion and $2.75 billion, the story reports.
The piece notes: "CBS has been among the most vocal in asking advertisers to pay for ads viewed within seven days of their original airing rather than the current industry standard of three days. Media agency network GroupM agreed to negotiate broadly on that week-long basis, known as C7, this year for the first time."
Citing a source who's familiar with the negotiations, the report notes that advertising time for CBS's new "Thursday Night Football" is being sold separately from the rest of its prime-time programming and is still being negotiated.