Monday, July 27, 2009

No True Winner in TV Upfront: Both Nets, Buyers Give Ground

Sellers 'Go Negative,' While Major Marketers Yield on Big Drops in CPMs

NEW YORK ( -- Welcome to the unhappiest upfront market in recent memory: No one involved seems to be walking away with exactly what they want.

Earlier this summer, marketers indicated they'd stay on the sidelines until they achieved significant double-digit declines in CPM rates (the cost of reaching 1,000 viewers). Instead, they're settling for givebacks in the range of 1% to 3% -- maybe a little more, according to media executives.

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