Some advertising buyers are pushing back against cable demands, as the cable networks start selling their upfront inventory, Brian Steinberg and Jeanine Poggi report in Advertising Age.

Time Warner’s Turner and NBCUniversal’s cable networks have started making deals for commercial time, but some ad buyers may have a hard time with their terms, the piece notes.

"Turner has been seeking increases in CPMs, or the cost of reaching 1,000 viewers, somewhere between 7% and 9%," the story says. "NBCUniversal’s effort to secure the highest increases possible, meanwhile, has led the company in some cases to ask for CPM hikes in the range of high-single-digit to low-double-digit percentages."

Viacom, meanwhile, is close to completing its upfront sales after taking lower CPM increases than expected, the article notes.

A robust broadcast market has left buyers with less money to place in cable, the piece says. Some cable executives are realizing the market isn’t as strong as they had earlier thought, the story adds.