Add ABC to the ranks of major broadcasters approaching the upfront ad sales finish line with a sigh of relief.
Disney’s network saw low-double-digit increases in the price it charges to reach each 1,000 viewers (CPMs), we’re told. That would be the biggest increase ABC has seen since at least 2011, when unit prices rose 10.5%, and in line with increases that other broadcasters have commanded this sales season.
It’s unclear whether the network will end up with more dollars than it saw from last year’s upfront commitments, estimated at $1.8 billion. Nomura Securities’ Anthony DiClemente forecast a 2.8% increase in upfront sales to $1.85 billion.
ABC’s total audience ratings fell about 12% last season, far more than its rivals. Total volume and pricing for the fall season’s shows are said to have been strong, helped by advertiser interest in the company’s digital offerings.