Five-Network Upfront Haul Tops Out at $9 Billion-Plus

6:08 PM PST 06/09/2011 by Marisa Guthrie, Georg Szalai

NBC closes out advance ad sales up $100 million for a total haul of $1.7 billion.

The broadcast networks have completed upfront sales with NBC, CBS and ABC wrapping negotiations Thursday.

Estimates for the five-network tally are between $9 billion to $9.2 billion for a market buoyed by a recovering economy.

That’s up six to eight percent compared to last year’s estimated haul of $8.5 billion for the five networks.

Fox – which finished season on top in the ad-covered 18-49 demographic – wrapped its upfront sales last week followed by the CW last Tuesday.

NBC posted the smallest primetime CPM gains at 9 percent. The network sold just under 80 percent of inventory for an increase of about $100 million compared to last year for a 2011-12 upfront take of $1.7 billion.

CBS has taken biggest slice of the upfront pie with $2.6 billion to $2.7 billion on just under 85 percent of inventory followed by ABC ($2.3 billion to $2.4 billion), Fox ($1.98 to $1.99 billion), NBC and CW ($400 million to $420 million).

NBC’s haul does not include inventory for Super Bowl XLVI this February or the 2012 Summer Olympics in London. (Ad inventory for sports are counted separately.

comments powered by Disqus