Hasta La Creative!

There’s not much CBS head honcho Leslie Moonves loses sleep over: not viewer fragmentation; not Aereo, or Dish Network’s Hopper; not “The Walking Dead,” “Duck Dynasty” or “House of Cards.”

CBS is entering the upfronts — the time when TV networks secure advertising dollars for the fall season — in a strong position. Not only is it No. 1 in total viewers, a title the network has held 10 of the past 11 years; it’s also No.1 among adults 25 to 54 and the most-watched among the advertiser-coveted 18-to-49 demographic for the first time since the 1991-92 season.

Even so, it’s impressive that Mr. Moonves doesn’t break a sweat when he insists CBS will parlay that reach into high-single to low-double-digit percent increases in cost-per-thousand rates from advertisers this year.

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