Report: Broadcast Network Upfront Close to Wrapping; Will End Down a Whopping 22 Percent; Much Inventory Held Back For Scatter

Aug 7, 2009  •  Post A Comment

The 2009-10 broadcast network television primetime upfront market is expected to conclude this week down 22 percent to $7.2 billion from last year’s $9.25 billion, Mediaweek reports.

Mediaweek says the main reason for the disparity was that the five major broadcast networks held back a lot more ad inventory to sell during the season in hopes that the troubed economy gets healthier. Inventory sold outside of the upfront marketplace is referred to as scatter.

Leaders ABC and CBS, which both sold about $2.5 billion in primetime advertising in last year’s upfront, according to sources familiar with both networks’ negotiations, sold about $1.9 billion respectively this year, Mediaweek says.

–Tom Gilbert

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