ABC Breaks Upfront Dam

By Jon Lafayette

The upfront advertising market is up and running, as ABC struck deals with two major agencies.

Starcom USA and Zenith Media paid less than the double-digit rates that the network sought when talks began, according to one source. While the entire broadcast market is expected to be down because of lower ratings and the shaky economy, ABC’s take is up in these early deals because buyers view the network’s schedule as the most attractive, with hit shows that reach key demographic groups.

ABC and the agencies declined to comment.

The deals, first reported by Mediaweek, may mean a long weekend for network sales executives and media buyers. Until today the upfront market had been quiet with lots of talk but no agreement on pricing.

The only upfront deal that has been confirmed has been between Hallmark Channel and Starcom.

(Editor: Baumann)