NBC Enters the Fray of the Upfront Marketplace–See What CPM Increases It’s Getting; Also, Turner Testing the Upfront Waters

Jun 7, 2011  •  Post A Comment

NBC has finally entered the 2011 Upfront Marketplace, reports our good friend Brian Steinberg at Advertising Age.

Writes Steinberg, "NBC is doing some deals in the range of 9%."

NBC, which finally came up with a show at season’s end that viewers seem to like a like–"The Voice"–is otherwise generally rebuilding. Steinberg writes, "The Peacock network has been pitching a story of revival, after seeing ratings decline for the past few seasons as well as a lot of churn of the executives who develop its prime-time schedule. Like the rest of NBC Universal, NBC is now controlled by Comcast Corp., which has pledged to invest more strongly in programming and has stated that a turnaround of the NBC broadcast network could take a few years’ time."

Over at Turner, Steinberg says, "Until this week, negotiations with cable networks had been relatively quiet. Yet one buyer and another person familiar with the situation said Time Warner’s Turner had made an initial offer to several buyers asking for CPM increases ranging between 14% and 15%, a move one buying executive described as "aggressive." Like CBS, which made an initial ask last week seeking 18% price hikes, Turner may be simply testing the waters, knowing that if you don’t ask for a certain price, you’ll never get it."

If you want to read Steinberg’s entire story, please click here.

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