It’s a wrap: CBS closes upfront sales
Becomes second network to finish up, following the CW
June 10, 2013
CBS is usually one of the last to wrap up its upfront sales, pushing for greater gains than the other networks and content to hold out until buyers give in to those demands.
But this year, in what’s been more of a buyer’s market than a seller’s, CBS finished up early.
On Friday the network became the second English-language broadcaster to wrap upfront sales, following the CW last Wednesday.
Buyers tell Media Life that CBS earned an average 7.5 percent CPM gain, below the 9 percent gains that the network averaged last year.
It was also lower than the 10 percent gains that CBS CEO Les Moonves, ever the bold predictor, had foreseen.
But it was slightly higher than the 7 percent increase that one top analyst, Pivotal Research Group’s Brian Wieser, had predicted the network would earn.
CBS did sell slightly more volume this year than last, roughly 80 percent, according to reports. Last year it moved about 77 percent of its ad space during the upfront.
Of course CBS came into negotiations with more leverage than any other network.
It finished first in the highly coveted adults 18-49 demographic for the first time in 21 years, and it has a number of in-demand, highly rated shows, including “The Big Bang Theory,” broadcast’s top scripted series.
It also has one of fall’s most highly anticipated series, the new drama “Hostages,” which media buyers say looks like one of the best new shows.
With CBS done, there are now three English-language broadcasters still in negotiations. Fox and ABC began writing deals two weeks ago.
NBC’s progress has been slower, as it’s reportedly pushing bundles with its NBCUniversal cable networks.
Sources also say that Univision is now in negotiations, though it has not finalized any deals yet.
Going into the upfront, analysts predicted CPM gains would fall in the 3 to 6 percent range, depending on the network.
Last year the broadcast upfront wrapped up two weeks after the networks started writing deals, with final sales of $9.57 billion for the Big Five networks. Analysts have forecast that this year’s total volume of sales will fall 2 to 4 percent.
Cable overnights: Big turnout for Bieber roast
CBS leads Daytime Emmy Awards noms
Time to winnow the bubble shows
Discovery upfront: Big bump in originals
Ratings arise for Easter programming
ABC rises Monday as other networks fall
Twitter gets busy with two awards shows
Indianapolis Star’s front-page editorial: ‘Fix this now’
‘American Odyssey,’ lost in the dark
Inside tips on buying mobile billboards
‘The Daily Show’ finds its new host
‘Walking Dead’ lumbers off with a record
‘A.D.: The Bible Continues,’ a stretch
- Mike Geiger becomes chief digital officer at David&Goliath
- Eric Segal and Gareth Goodall rise to managing partners at Anomaly
- Rafael Rizuto and Eduardo Marques become ECDs at 180LA
- Damien Marchi becomes global head of content at Havas Media
- Kevin Garrity becomes CEO at Gen Media Partners
- Nick Gilhool becomes VP of casting at Discovery Channel
- Alex Treadway becomes VP of leadership sales at The Washington Post
- Paula Goldstein Di Principe becomes fashion director at Refinery29
- Andrew Dumont becomes VP of marketing at Bitly
- Coleman Insights VP Chris Ackerman retires
This week’s top movies, songs and books
This week’s daypart ratings
This week’s broadcast ratings
This week’s cable ratings
This month’s new media traffic data
This week’s younger viewer ratings
Out-of-home specialist available for all markets
Media planner/buyer job in Raleigh
Temp media buyer wanted in Hollywood
Media planner/buyer position in Columbia, SC
Media planner/buyer job in Summit, NJ