The upfront television market this year could see "double-digit" gains in advertising rates, helped by a revitalized auto market and battles between wireless carriers, the New York Post’s Claire Atkinson reports.

Given the health of the advertising market, ratings-poor NBC may even be able to set high single-digit price increases, the story notes, citing a senior sales chief.

Still, the story notes that less bullish forecasters are predicting high single-digit increases. Indeed, Nomura analyst Michael Nathanson recently revised his overall 2011 ad forecast, predicting a 3% increase in advertising spending, the article notes.