CBS Nears the Upfront Finish Line
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The nation’s most-watched TV network has nailed down the bulk of its 2015-16 upfront commitments, and while CBS is believed to have accumulated less dollar volume than it did a year ago, it remains confident that it will out-earn the rest of the field.
“As we near the finish line, we feel confident that when the upfront marketplace comes to a close, CBS will have secured more total dollars — and the highest pricing — of all the broadcast networks,” CBS said in a statement, adding that the stability of its prime-time schedule and its massive reach continue to be valued by agencies and advertisers alike.
As was the case a year ago, CBS elected against furnishing details about its upfront negotiations, saying only that it made more C7 guarantees than it did during the 2014-15 bazaar. The network’s decision to forgo the annual ritual of talking up CPMs and the percentage of ad inventory sold upfront is in keeping with a movement away from an industry-wide tradition that fostered a speculative, spectator-sport environment wholly inimical to the very process of negotiating deals.
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