They could, Barclays Equity Research analyst Anthony DiClemente says in a report this morning. He still predicts that sales in television’s pre-season marketplace will rise — by 4.3% to $9.49B for the Big Four broadcast networks, and by 6.3% to $9.88B for cable channels. DiClemente says he’s encouraged to see consumers’ growing willingness to buy cars; auto makers account for about 20% of all TV ads. But this year’s increase in upfront sales will lag last year when the top broadcasters were up 7.9%, and spending on cable rose 16.1%. Some advertisers will hold back “to maintain some flexibility in case of macro choppiness” later this year — meaning, they’ll wait to see if they can get a bargain in the scatter market if the economy turns south. Meanwhile, Fox and NBC may sell less of their ad inventory in this year’s upfronts, hoping that their ratings will improve and give them more leverage in negotiations with advertisers. While everyone looks at total dollars networks collect in upfront deals, the more important barometer for their health is the CPM price they can charge for each 1,000 viewers they reach. DiClemente predicts that ABC will end up +8%, CBS will be +10%, Fox will be +9%, and NBC will be +7%.
Will Fears About The Health Of The Economy Dampen Upfront Ad Sales?
What's Hot on Deadline
'Pacific Rim Uprising' Takes No. 1 With $23M+; 'Black Panther' Best Marvel Title Ever At Domestic B.O., Beating 'Avengers'
Latest TV News
- SAG-AFTRA Mourns NYC Firefighter Killed Battling Blaze On Movie Set
- DuShon Monique Brown Dies: ‘Chicago Fire’ Actress Was 49
- ‘Steps’: Ryan Michelle Bathe Cast As A Lead In ABC Comedy Pilot
- Ex-Playboy Playmate’s Donald Trump Tell-All Gooses Anderson Cooper Ratings
- ‘Pandas In New York’: Dhruv Singh To Star In CBS Comedy Pilot
- ‘Barry’ Review: Bill Hader’s A Hit, Man, On HBO’s New Dark Comedy