NBC Upfront: Peacock Secures $2.3B for Primetime Entertainment

NBC is wrapping its upfront in a different way than its broadcast-network brethren, securing more – not fewer – advance advertising commitments for its fall schedule.

The NBCUniversal-owned outlet expects to notch approximately 15% more in ad commitments for its primetime entertainment programming,  than it did in 2013 according to a person familiar with the situation. Last year, the broadcaster of “The Blacklist” and “The Voice”  nabbed about $2 billion. That could mean NBC secured around $2.3 billion from advertisers for its 2014 schedule, which excludes sales around “Sunday Night Football” and the Olympics.

When adding sports and the rest of the broadcast-network schedule  to the mix, the person familiar with the network suggested NBC had notched approximately $2.5 billion in advance ad commitments for the fall. The company notched about $6 billion in commitments for its entire media portfolio, the person said, encompassing broadcast, digital and cable.

CBS and ABC have both largely completed their upfront sales process, with media-buying executives estimating both networks lost volume for 2014.

NBCUniversal CEO Steve Burke said his company “led the market in both rate of change and volume growth this upfront.” CBS said in a statement earlier this month that it  was very “confident that CBS has once again achieved the highest pricing and most total dollars in the upfront marketplace.”

Burke also said NBCU had “made tremendous progress in correcting our historic monetization gaps,” a reference to NBC having lost parity with its rivals over the last several years as it struggled with declining ratings. “Through significant investments in our programming, the turnaround at NBC and our strategy to approach the market as one portfolio, we are confident that we are well positioned as leaders moving forward.”

NBC held out for more sizable pricing increases than its competitors. NBC sought hikes in the cost of reaching 1,000 viewers, a measure known as a CPM that is central to these annual discussions, of between 7.5% and 8%, essentially flat with what it sought in 2013.

The network is believed to have sold about 80% of its inventory in the upfront, according to the person familiar with the network, approximately the same as it did in 2013.



More TV

  • Bigger

    TV News Roundup: BET Plus Renews Will Packer's 'Bigger'

    In today’s TV news roundup, BET Plus renewed “Bigger” for a second season, and Netflix announced premiere dates for “On My Block” Season 3 and “Feel Good.” CASTING Josh Hartnett has been cast in Quibi’s upcoming series “Die Hart.“ Hartnett will play a fictionalized character of himself, an alumnus of the action school where Kevin [...]

  • Ja'net Dubois Dead

    Ja'Net DuBois, 'Good Times' Actress, Dies at 74

    Ja’Net DuBois, known for her turn as Willona Woods on “Good Times,” was found dead in her Glendale, Calif. home on Tuesday. The Pan African Film Festival, which she co-founded, said she “would be deeply missed.” Her family told TMZ the actress died unexpectedly in her sleep. She was believed to be 74. In addition [...]

  • Esther Scott dead

    Esther Scott, Actress in 'Boyz N the Hood,' 'Hart of Dixie,' Dies at 66

    Esther Scott, who appeared in “Boyz N the Hood,” voiced Shodu in the “Ewoks” series and guest starred on dozens of TV series, died Friday in Los Angeles, her representative confirmed. She had suffered a heart attack Tuesday at her Santa Monica home. She was 66. Born in Queens, N.Y., Scott appeared in at least [...]

  • Melissa Leo

    Melissa Leo to Lead Fox Drama Pilot 'Blood Relative'

    Academy Award winner Melissa Leo has been cast in the lead role of Fox’s drama pilot “Blood Relative.” The series is based on James Renner’s article “Beyond the Jungle of Bad: The True Story of Two Women from California Who Are Solving All the Mysteries.” Leo will star as Louise Kelly, an expert in genetic [...]

  • Devs Review

    'Devs': TV Review

    The idea that the technology industry has the power not just to reshape the world in which we live but — through acts of creative destruction — build a new one overlaying and eventually supplanting it has been fertile territory for the arts in recent memory. Indeed, to this point, one of the bards of [...]

  • Peter Berg

    Netflix Sets Opioid Crisis Series From 'Narcos'' Eric Newman, Peter Berg to Direct

    Netflix has ordered an eight-episode limited series on the origins of the opioid crisis titled “Painkiller,” Variety has learned. Micah Fitzerman-Blue and Noah Harpster will write and serve as showrunners and executive producers on the series. The pair recently wrote the screenplay for the Oscar-nominated film “A Beautiful Day in the Neighborhood” and previously collaborated [...]

More From Our Brands

Access exclusive content