Ad buyers are questioning whether CBS will be successful in its gambit to get price hikes of as much as 18% in the upfront advertising market, reports our friend Brian Steinberg in Advertising Age.
As TVWeek has previously reported, Fox, which led broadcast upfront this year, closed most of its deals in the 11% to 12% range, infuriating ad sellers at the other broadcast networks who thought Fox should have held out for higher increases.
According to Steinberg’s story, CBS has been saying for months that its schedule deserves a premium, with CEO Leslie Moonves touting the network’s stable lineup and its ranking as the most broadly watched U.S. network. Nevertheless, Fox has the highest ratings among viewers 18 to 49 years old, the segment coveted by advertisers.
CBS’s higher starting bid raises the possibility that other networks may ask for price increases that aren’t based on Fox’s rate increases, the story notes.