NEW YORK: Press reports are saying that NBC is close to writing the first upfront deal covering its broadcast and cable networks, with broadcast cost-per-thousand viewers down 7 percent form last year and cable down 2 percent.
“The other broadcast and cable nets are still holding out for better pricing, but the marketplace may dictate overall CPMs, which could be down low to mid single digits,” wrote Marci Ryvicker of Wachovia.
Adweek noted the estimates for NBC’s CPM prime time rates vary and making an accurate comparison to last year is difficult. NBC is the fourth-rated broadcast network, but had spikes last year with the Beijing Olympics and the presidential election. Its prime time will look entirely different this coming fall, with “Leno” stripped weeknights at 10 p.m.
— Deborah D. McAdams
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