Upfront Ad Sales Wrap as ABC Ties Up Loose Ends

Aug 1, 2013  •  Post A Comment

With ABC wrapping up its upfront advertising sales, the broadcast negotiations are essentially over, Ad Age reports, and the five English-speaking networks brought in an estimated $8.8 billion to $9.3 billion — roughly in line with last year’s totals.

"Based on media buyers’ estimates, ABC secured flat to slightly less volume than the approximately $2.2 billion it notched in last year’s upfront," Ad Age reports. "The network ended the 2012-2013 season in last place, with an 8% decline in the all-important 18-to-49 demo, meaning it had less ratings points to sell."

ABC was able to bring in price increases in the range of 7% to 8%, improving slightly on last year’s increases of 6% to 7%.

The broadcast upfront took longer to wrap this year than it has traditionally taken.

"In recent years it has become customary to finish up deal making by the July 4 weekend, but ABC’s desire to hold out for price increases and NBCUniversal’s tactic of bundling all its broadcast, cable and digital assets delayed and complicated negotiations," the report notes.

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