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Despite Ratings Decline, Broadcast TV Could See Upfront Windfall

Apr 28, 2011  •  Post A Comment

Despite seeing ratings fall about 10%, broadcast television could have an advertising windfall at this year’s upfront, reports TheWrap.com.

Advertisers who sat out last year’s upfront market are now paying as much as 30% more for time in the scatter market, even though ratings are down, the story notes. Because of that, network sales executives are expecting a large commitment of ad dollars in this year’s advertising market.

That could boost ad rates by double-digits. Last year the average rate increase was between 8% and 9%, and total ad sales were $8.5 billion for prime time, the story says.

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