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NBC Signing Ad Deals at Reduced CPMs

Jun 3, 2005  •  Post A Comment

After some initial resistance, NBC has begun writing upfront advertising deals charging less than last year, according to sources. Long the dominant network among viewers 18 to 49, NBC this season sank to fourth place with its ratings off 17 percent. Ad buyers are taking advantage of NBC’s woes and a generally weak market by holding out for deals calling for CPMs 3 percent to 4 percent lower than last year.

Once source said NBC had completed about half of its deals, and that those were in the flat to minus-2 percent range. With its ratings and prices down, one buyer calculated that NBC could see its upfront sales drop 20 percent to 30 percent from last year’s $2.9 billion, which was tops among all networks.

NBC had no comment.