Rumors And Unaudited Boasting: The TV Advertising Upfront "News"

Categories: TV Advertising

Written By

June 4th, 2010


News from the television upfront ad "market" where broadcast and cable networks negotiate to sell some portion of next season's advertising in advance is beginning to emerge. Based on the typical pattern, all the networks will claim to have had a great upfront, selling just the portion of their ad inventory that they wanted, and securing great pricing.

The most important thing to keep in mind as you read these stories that they're all a combination of rumors and unaudited boasting (a term I wish I could claim, but credit goes to Ad Age's Michael Learmonth).

Are Rival Nets Angry At Fox For Upfront Pricing?

Did Fox's completed upfront negotiations net them $1.8-1.9 billion, reportedly up 15%?

Did the CW increase its upfront sales by 20% vs. last year?

You'll just have to take the word of unnamed sources, without a public accountant anywhere in the neighborhood.

 
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