FX Networks Upfront: Predicts Cable Will Grow 5%
Posted in: UncategorizedTV executives are starting to posture and make predictions for their annual upfront negotiations, where they seek commitments from ad buyers for commercial time in the new season.
FX Network’s head of ad sales, Lou LaTorre, expects cable upfront commitments from ad buyers to rise by 5%, he said Wednesday. That would be a faster rate of growth than ad-supported cable achieved last year, when upfront deals rose 4.3% to $10.2 billion, according to an estimate last fall from the Cabletelevision Advertising Bureau. That 4.3% was a smaller improvement than in recent prior years.
As overall broadcast ratings continue to dwindle, Mr. LaTorre also said dollars will shift out of broadcast and into cable and digital, and that several cable networks will succeed in convincing ad buyers to count commercial ratings spanning seven days instead of the current standard of three.
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