NBC Pushes for Rate Increases as TV Upfront Comes to Life Ad Age
Following a lull after the broadcasters' upfront presentations, the upfront ad marketplace is starting to move, Ad Age reports. NBC has been moving through the market "briskly," according to sources familiar with the negotiations, and is reportedly seeking CPM increases above 8% after securing price hikes between 7% and 8% a year ago.
"The peacock's deals are being fueled by its recent ratings strength, ending last season as the No. 1 most-watched network among adults 18-to-49 for the first time in a decade," the story reports. "It is also seeing interest in its NBCU+ Powered by Comcast addressable advertising offering, and Symphony, its cross-network promotional strategy."
Fox, which has been writing business with film studios, is reportedly obtaining price hikes below the 5% to 7% it secured a year ago.
"Movement in the market comes after GroupM struck agreements with the major broadcasters earlier in the week to negotiate deals on a C7 basis, meaning it will pay for commercial ratings through seven days of airtime rather than the three days that is standard now," the report notes. "Other media agencies said they would not follow suit with similar broad-based agreements but have done some C7 deals in the past and will consider them on a case-by-case basis."