ABC Finishes Upfront Sales; In Total Dayparts Net is Reportedly Up 17% Vs. Last Year

Jun 10, 2010  •  Post A Comment

ABC has finished selling its upfront advertising commitments for the next television season, and it’s tallied about $2.4 billion in inventory sales, or as much as 17% more than a year earlier, reports the Los Angeles Times’ Company Town blog.

But there’s a catch: The figure includes all of ABC’s dayparts, such as daytime shows and late-night programs. The network declined to break out just prime-time sales.

However, the article says that according to an estimate from Merrill Lynch last year, ABC sold about $1.9 billion in prime-time advertising. By using ABC’s estimate for its sales increase this year, that would peg its current prime-time upfront sales at $2.2 billion, the article says, meaning about $200 million in ad inventory was sold for daytime, news and late-night shows. [The LA Times is assuming that all of ABC’s dayparts increased the same 17%. It’s more probable, however, that the percentage increase varied per daypart.]

NBC is still wrapping up its upfront sales, the article said.

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