ABC is inching closer to upfront deals with the major advertisers in a year that’s been characterized as slow by everyone involved.
Variety reported Friday that the Mouse is getting closer to the cheese, although all sides seem to agree that buyers are spending less money for TV advertising than in years past.
One exec told the magazine that he didn’t know why anyone would pay a higher number than they did last year, when the broadcast nets scored between $8.6 billion and $9.2 billion in sales each.
A major sticking point this year seems to be how much CPMs, or the cost per 1,000 viewers, are increasing. Ad buyers are seeking an increase under five percent of last year’s rate, while the networks want something greater.
The ad buyers seem to be winning the argument, with Variety reporting that Fox is making deals in the range of three- and four-percent CPM increases.
Read More: Variety
Brief Take: The slow upfront market is another indication that more accurate audience measures are needed, as broadcasters try to figure out how to monetize delayed and on-demand viewing.
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