“Fox used a new spate of Thursday-night football games to capture Madison Avenue’s interest in its fall schedule,” Variety reports. “The 21st Century Fox-owned broadcast network is expected to eke out modest gains in the volume of advance commitments secured from advertisers for its prime-time schedule, according to a person familiar with the matter.”
The source also said the Fox Networks cable nets have seen increased volume, although no specifics were provided.
“Buyers estimate that advertisers may have increased their commitments to Fox Broadcasting’s prime-time schedule in a low-single-digit percentage range,” Variety adds. “Using 1% to 2% as a guide, Fox could have secured commitments totaling between $1.48 billion and $1.67 billion. Ad volume committed to Fox’s primetime schedule in 2017 hovered between $1.47 billion and $1.64 billion, according to Variety estimates, flat with the amount the network secured in 2016.”