After a Year of Ratings Challenges, How Did NBC Do in the Upfront Market?

Jun 14, 2012  •  Post A Comment

NBC completed its upfront advertising sales for the 2012-13 television season, tallying a total sales figure that is bound to please executives at the ratings-challenged network, reports The New York Times’ Media Decoder.

NBC sold about $1.8 billion of commercial time, a bump from the $1.7 billion the network sold in last year’s upfront market, the story notes.

"In booking an increase, albeit around $100 million in a multibillion-dollar business, NBC stands in contrast to the other English-language broadcasters that have also finished their upfront sales," the story notes. "The gain for NBC was attributed to demand for commercial time in the network’s returning series like ‘Smash’ and ‘The Voice.’”

Total sales at some of the other networks may have declined slightly, the story says. NBC sold about 80% of its inventory, while ABC, CBS and the CW sold less than 80%, holding back some spots in the hope demand will strengthen in the fall and later, the piece adds.

NBC’s CPM increases averaged above 6%, the article notes. ABC drew a 6% to 8% increase, while CBS attracted an 8% to 9% increase and the CW recorded CPM increases of 6.5% to 7.5%, the story says.

One Comment

  1. NBC sold more because they didn’t hold back any inventory that could be sold. With the shows they have previewed so far, that is a good idea on their part.

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