CBS is reportedly seeing “moderate gains” in the volume of its upfront sales, with an “influx of spending by pharmaceutical advertisers” helping to push the increase, Variety reports.
The report cites a media-buying executive and another source familiar with the TV networks’ upfront negotiations.
“The buying executive suggested CBS may have seen a small gain in the volume of ad commitments made for its prime-time schedule,” Variety reports. “Using a figure of 1%, CBS may have secured between $2.28 billion and $2.63 billion for its prime-time programming, compared with $2.26 billion and $2.6 billion in 2016. If so, it would mark the first time in two years that CBS has been able to gain more volume for prime time.”
The report notes that volume was flat last year vs. 2016 in CBS’s upfront.