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Analyst Lowers Upfront Ad Price Estimates for ABC, NBC

Jun 3, 2011  •  Post A Comment

After Fox wrapped up its upfront ad sales with price increases in the 10% to 11% range, Miller Tabak analyst David Joyce made a downward adjustment today to his predicted price hikes for ABC and NBC, according to The Hollywood Reporter.

Saying marketers can be expected to focus their attention on the “top two networks”–CBS, along with Fox–Joyce estimated ABC’s price increase at 9.5%, down from 11%. He set the mark for NBC at 9%, down from 10%.

CBS has been aiming higher than the others, and Joyce says earlier predictions of 12.5% price increases appear to be on target.

"We think CBS could net at least the 12.5% increases we have been expecting, but also with an 80 percent inventory sale level," he said.

Adding CW and MyNetworkTV into the mix, Joyce forecasts total broadcast upfront sales to hit $9.9 billion, a 10.6% increase over last year.

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