CBS appears to be the first major broadcaster that’s nearly ready to close the books on its upfront ad sales, and the numbers continue to indicate that this is a strong year.
With just a few deals left to complete, total sales are likely to wind up at close to $2.5 billion, about 5% higher than last year, we’re told. This reverses three consecutive years of declines in total sales in the upfront market.
The CPM unit prices to reach each 1,000 viewers are up by low double digit percentages with strong demand from retail, telecom, finance, and pharmaceutical companies.
CBS declined to comment.
Advertiser demand for CBS’ evening newscast and CBS This Morning was especially strong. Price increases to reach each 1,000 late night viewers increased by low teen percentages, although that partially reflects the scarcity of eyeballs as ratings have declined.