Upfront sales have started as Fox and ABC are now securing advertising commitments, with the first deals struck with movie studios and auto marketers, reports Brian Steinberg in Advertising Age.
Nevertheless, media buyers familiar with negotiations said upfront sales haven’t started in earnest, with many advertisers not yet specifying how much they’ll spend, and some networks demanding high price increases, the report notes.
"Another ad buying executive even suggested that no significant business had been done with any network, with price demands remaining too exorbitant for many advertisers’ tastes," Steinberg writes.
Nevertheless, Fox has secured priced increases in the high single-digit CPM range, while ABC is seeing CPM increases in the mid- to high single-digit percentage range, according to the article.
"CBS, which has given indications it would seek CPM increases in the double-digit percentage range, is in the midst of ‘very active’ talks with several different ad categories, but is not writing business at present, according to a person familiar with the matter," Steinberg notes.