×
You will be redirected back to your article in seconds

NBC Wraps Upfront With Increase In Volume

Advertisers show interest in "The Blacklist," "The Michael J. Fox Show" as Peacock increases ad commitments in tough market

Does the Peacock have more wind under its feathers?

NBC has wrapped its upfront sales process with an increase in the advance advertising commitments it has secured from sponsors for its coming programming season, according to a person familiar with the situation.

Including football, NBC secured around  $2.1 billion for its prime-time schedule, The network has in years past typically secured around $100 million in sports-programming inventory, which would leave approximately $2 billion for its prime-time entertainment programming alone. NBC secured between $1.72 billion and $1.74 billion in last year’s market.

If that’s the case, NBC would be  the only one of the five English-language broadcast networks so far to accomplish the feat in what is expected to ultimately be a flat to down year for ad dollars committed to ABC, CBS , Fox, NBC and the CW overall. ABC has not unveiled completion of its upfront process.

This is the second year NBC has been able to increase the advertising commitments it has secured, after seeing declines in volume for a stretch of time owing to significant ratings declines. While much of its prime-time schedule remains in flux, it does broadcast two of the most significant generators of audiences between the ages of 18 and 49 – “Sunday Night Football” and “The Voice.”

NBC sold approximately 80% of its inventory in the upfront, compared with 78% to 79% last year, this person said. The network was able to secure an increase in the cost of reaching 1,000 viewers, a measure known as a CPM that is key in upfront talks, of between 7% and 8%, according to ad buyers. In last year’s upfront, NBC was able to secure CPM increases of between 5% and 7%.

Fox, CBS and the CW completed their process several weeks ago, but NBC’;s case was delayed by two factors. For one thing, the network held out for a greater increase in  CPMs – something many buyers resisted this year as advertisers held more tightly to their money, And the company came to market trying to convince advertisers to buy broader ad packages across the entire portfolio of media outlets owned by parent company NBCUniversal.

An NBCU spokeswoman said executives were not immediately available for comment.

Advertisers showed specific interest in two new programs on NBC’s fall schedule, according to the person familiar with the negotiations: “The Blacklist,” a Monday-night drama that will have the network’s popular “The Voice” as a lead in, and “The Michael J. Fox Show,” a new Thursday-night comedy featuring the popular actor in a return to a lead starring role in broadcast TV.

NBCU also saw robust demand for its Spanish-language broadcast network Telemundo, cable networks USA and Bravo and its online movie-tickets service Fandango, this person said.

More TV

  • Chuck LorreVariety Innovate Summit, Presented by

    Chuck Lorre Talks Streaming Vs. Broadcast, WGA-Agency Battle at Innovate Summit

    With “The Kominsky Method,” Chuck Lorre ventured out of his broadcast comedy comfort zone and took a leap into the world of streaming, an unknown quantity for him. During a keynote conversation at the Variety Innovate summit, held Thursday at the 1 Hotel in West Hollywood, Lorre talked about how making a show for a [...]

  • Jason Segel as Peter, Eve Lindley

    TV News Roundup: AMC Announces 'Dispatches From Elsewhere' Premiere Date

    In today’s TV news roundup, “Dispatches From Elsewhere” starring Jason Segel has been scheduled for a two-night premiere date and Netflix released a teaser for Season 2 of “You.” CASTINGS Briana Cuoco has been cast in HBO Max’s “The Flight Attendant” in the recurring role of Cecilia. The series details the chilling story of a flight [...]

  • Supergirl -- "Crisis on Infinite Earths:

    'Arrowverse' Boss Breaks Down Journey to 'Crisis on Infinite Earths'

    It’s an event nearly 500 hours in the making when the “Arrowverse” and fellow CW superhero series “Black Lightning” collide in the five-part epic crossover event, “Crisis on Infinite Earths.” Inspired by the iconic graphic novel by the same name, “Crisis on Infinite Earths” finds the “Arrowverse” heroes — including Green Arrow (Stephen Amell), The [...]

  • Rich Battista

    Imagine Entertainment CEO Rich Battista Exits After Less Than Four Months

    Rich Battista, the recently boarded chief executive of Imagine Entertainment, has exited his post at the production company after joining but a few months ago in August, Variety has learned. “Rich Battista has left Imagine Entertainment,” said Brian Grazer and Ron Howard, the founders of the company, in a joint statement. “We thank Rich for [...]

  • Lamia Chraïbi Teams With Hicham Lasri

    Lamia Chraibi Teams With Hicham Lasri on Pan-Arab Supernatural Series 'Meskoun' (EXCLUSIVE)

    Lamia Chraibi, a leading producer of daring films from the Middle East and North Africa region, is developing “Meskoun,” an ambitious pan-Arab genre-bending series with Moroccan filmmaker Hicham Lasri (“Jahilya”) on board as showrunner. Chraibi (“Mimosas”) will produce the 14-episode series with her Moroccan banner La Prod, along with Mohamed Hefzy’s Egyptian company Film Clinic, [...]

  • Kevin CostnerKevin Costner, who stars in

    Kevin Costner Sets National Parks Investigative Services Branch Drama at ABC

    “Yellowstone” star Kevin Costner is expanding his television universe to include a whole lot more national parks. Variety has learned that the Oscar winner has set up a one-hour drama project at ABC about the Investigative Services Branch of the National Parks Service. Costner is co-writing the series with showrunner Aaron Helbing and will also [...]

  • The Marvelous Mrs. Maisel

    'The Marvelous Mrs. Maisel' Team on a 'Brand New Chapter' in Season 3

    If Midge Maisel wants to be successful as a standup comedian, her portrayer Rachel Brosnahan says, “she’s going to have to give up her personal life. She’s going to have to go at it alone.” The second season of “The Marvelous Mrs. Maisel” ended with Brosnahan’s 1950s housewife-turned-comic, character getting the opportunity of a lifetime [...]

More From Our Brands

Access exclusive content