ABC is following Fox’s lead in upfront pricing, signing media agreements with price increases in the 9% to 10% range, Wayne Friedman reports in MediaPost.

The strategy is in contrast to CBS’s more aggressive stance, with the Eye Network reportedly seeking CPM increases of 12% and higher.

Said one executive: "ABC will look good for marketers–especially when CBS comes out with its pricing."

Fox was ahead of the pack in signing upfront ad deals, scoring in particular with movie companies and automotive firms, the story says. The company has reportedly been inking deals with price hikes as high as 12%.

Most of the upfront deal-making is expected to be wrapped up by the end of this week.