Hasta La Creative!

Viacom has completed deals for 50% of the ad inventory it intends to offer as part of this year's upfront negotiations for the upcoming TV season, according to media buyers familiar with the marketplace and a person close to the company.

It isn't clear what kind of price increases Viacom is seeking in the cost of reaching 1,000 viewers, but media buyers said the company, like last year, has shown some flexibility in order to drive deal volume.

Last year that strategy allowed Viacom to secure early deals with Unilever and General Motors. At the time, GM had been arguing for price rollbacks from broadcast networks.

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