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NBC Wraps Upfront Sales

Jun 26, 2006  •  Post A Comment

NBC has largely completed its upfront deals with the major media-buying agencies, finishing with prime-time commitments of about $1.9 billion, about on par with last year, according to a source familiar with the negotiations.

This year’s total includes NBC’s new prime-time Sunday night NFL package. Advertisers paid NBC between 5 percent and 6 percent lower rates on a cost-per-thousand (CPM) basis, but NBC made up for it by selling about 71 percent of its ad inventory, up from about 67 percent last year.

About $200 million in NBC’s sales came because they were associated with digital extensions. And the network tacked on another $50 million in revenue from separate digital packages.

Fox completed its upfront negotiations last week, drawing CPM increases of 2 percent to 3 percent. ABC was also close to done, registering CPM increases of about 2 percent.

It remained unclear how close to completion CBS’s upfront dealings were.