May
20
USA, AMC Seeking Upfront Price Increases — Before Negotiations Begin
Posted in: Uncategorized
Before their annual negotiations for upcoming ad time even begin in earnest, USA Network and AMC Networks are asking buyers to adjust the starting numbers upwards.
TV networks usually base upfront negotiations on the prices advertisers paid last year, but USA and AMC are saying they want to kick things off well above those levels and haggle over increases from there, according to media buyers.
For USA, the “re-pricing” of last year’s deals — anywhere from 9% to 60% depending on the base — reflects the arrival of “Modern Family” in syndication this fall. Media buyers said USA went out about two months ago with plans pricing “Modern Family” around double the network’s typical prime-time base.
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