Fox Cable Networks has wrapped its upfront sales process, another indication that advertisers are giving stronger consideration to cable in 2013 as they continue to question prices offered by some broadcasters.
Fox Cable saw the volume of advance ad commitments to its suite of networks increase, according to a person familiar with the situation. In the annual upfront market, TV networks try to sell the bulk of their ad inventory for the coming programming year.
Fox Cable has gone to market with a new general-entertainment network, FXX, set to launch in a few months’ time. “We’re so proud that our advertising partners recognize the huge investment we’ve made to expand our family of networks, and continue to feel we’re worthy of their trust, investment and partnership,”said Lou LaTorre, president of ad sales for Fox Cable Networks, in a prepared statement.
FX and National Geographic Channel were two of the Fox Cable assets that saw marketplace demand, according to the person familiar with the matter.
Ad buyers have turned to cable in recent days as negotiations with Walt Disney’s ABC and Comcast’s NBC continue. Both networks have sought increases in the cost of reaching 1,000 viewers, a measure known as a CPM, that are equal to or more than their rate of increase in last year’s upfront. Other networks have been more tempered in their negotiations and have captured ad commitments faster as a result.