Media Buyers on What to Expect From Upfront Ad Sales

May 29, 2013  •  Post A Comment

Media buyers have offered an assessment of what to expect from this upfront season. MediaLife reports that the buyers are saying this will be a "ho-hum" season, without strong results for the broadcast networks.

"Media people foresee very small gains in total volume sales for the networks, and they expect CPM gains to remain in the low single digits for all but No. 1 network CBS," the article notes.

The publication ran a survey of its readers, asking them to predict how total broadcast sales will compare with 2012’s results, when the English-language networks sold $9.1 billion in inventory.

The results? The biggest share of respondents (27%) are predicting a 2% gain over last year. Another quarter said they think sales will actually decline, anywhere from 1% to 4%, the story says. Eighteen percent said they believe sales will be flat.

A majority of readers, at 60%, said CBS will see the biggest CPM gains.

Most "buyers remain unimpressed with NBC, which is coming off its most competitive season in nine years. Asked which network will see the smallest CPM gains, 35 percent picked NBC, with 30 percent choosing the CW. Fox was third with 20 percent," the story reports.

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