As clients evaluate their budgets, a noted Wall Street analyst predicts total dollars for the Big Four networks in the upfront market will drop 15% this spring -- indicative of a buyers' market. The sharp decline would decrease the total haul for ABC, CBS, Fox and NBC to approximately $7.4 billion.
[...], DiClemente cast doubt on how successful networks will be at eking out upfront CPM increases, even with lower sellout rates. He predicts CPM drops across the board: CBS and Fox down 1%, ABC dropping 3, and NBC down 5%.
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