Fox Wraps Upfront Sales With Fewer Dollars, Higher Rates

Blah ad sales results for the network, although it could have been worse considering how much Fox‘s ratings fell last season — especially at former juggernaut American Idol and other shows including The X Factor and Glee. The dollar volume for the primetime season that begins in the fall fell from last year’s nearly $1.8B, we’re told. The price per thousand viewers rose anywhere from 2.5%-3.5%, and Fox sold somewhere between 75%-80% of its inventory, about average. Multiple agencies bought spots based on the number of viewers who watch them over a seven-day period after their air, up from the conventional three days.

The results shouldn’t surprise Wall Street analysts. Fox’ broadcast network “continues to struggle from a ratings perspective leading to advertising declines that offset upside” from retransmission consent payments, MoffettNathanson Research’s Michael Nathanson says.