Hasta La Creative!

Viacom has been an early mover in upfront negotiations with ad buyers for the past several seasons, writing business in the days following broadcast presentations by offering what it believes to be more favorable terms to drive volume. But this year, it appears deal-making at cable network group, which owns Nickelodeon, MTV and VH1, among others, has gotten off to a slow start.

Historically, Viacom hasn’t placed a lot of emphasis on increases in advertisers’ cost to reach a thousand viewers, an industry standard known as CPMs, sometimes sacrificing on price to bring in additional business.

Media buyers suggested that Viacom may have started doing some deals quietly, but for the most part negotiations don’t seem as far along as they were in previous years.

Continue reading at AdAge.com