Media Buyers: Old Upfront Rules Apply

May 4, 2009  •  Post A Comment

Media buyers say the traditional rules of upfront buying will hold true this year, even though broadcast ratings continue to slide while cable gains viewers, Daily Variety reports. Despite an increase of popular shows on cable, media buyers expect prices to decline because of the jump in inventory, the trade paper says. Still, NBC Universal President of Sales and Marketing Mike Pilot tells Broadcasting & Cable that he expects money to continue to shift to cable from broadcast. “We’ve got a great set of cable networks to receive prime replacement money,” he tells B&C.
—Aimee Picchi


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