Why Isn’t Les Moonves Making Upfront Predictions?
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During the TV upfronts, there’s one thing buyers have come to expect as much as star sightings, free-flowing booze and Fox-party shrimp: Chest-thumping over price increases by CBS’s Les Moonves.
But this year, there’s been nothing but silence from the Eye Network head honcho. Mr. Moonves has yet to make his traditionally bold prediction on the price increases he expects CBS to pull in for the upfront, when TV networks secure advertising commitments for the coming season. That’s left the marketplace wondering whether his quiet is cause for concern.
“How could his silence not signal anything?” said Marc Morse, senior VP-national buying at RJ Palmer. “That’s the problem when you boast and then you don’t, the silence is louder. It implies something is wrong.”
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