The TV Ad Upfronts: Let The Unaudited Boasting Begin!
If you follow the TV trade press, you’ll know that the news of ad deals for the 2012-13 broadcast season has begun to appear, “The CW Wraps Up Upfront Sales As Others Head Into Home Stretch”
A few things to keep in mind as you read those ad upfront reports:
- It’s all unaudited (and usually unattributed) boasting.* It’s in the best interests of the networks to get “news” of price increases out into the marketplace. Those pesky audited financial statements that appear later aren’t usually bothered with by the entertainment press.
- When the volume of the product you’re selling (adults 18-49 viewers) declines from year to year, you need price increases as big as your viewership declines just to keep revenue stable!
* Again, I’d love to claim credit for “unaudited boasting”, but I cribbed it from Ad Age’s Michael Learmonth.