Hasta La Creative!

TV upfront negotiations are trudging along as advertisers continue to push back against price increases. But one thing seems clear: Somewhere between $800 million and $1 billion will disappear from broadcast prime-time’s take this year.

It’s an astounding shift, caused in part by a weak broadcast season, leaving the big networks with smaller audiences to promise advertisers in their upfront talks.

CBS, the strongest broadcaster heading into negotiations, wrapped its sales in early June, securing price hikes but still taking in $2.5 billion to $2.75 billion — in line with last year. If the No. 1 network among 18-to-49-year-olds came out flat, the other big nets will likely see the total value of their deals decline.

Continue reading at AdAge.com