×
You will be redirected back to your article in seconds

ABC Expects to Nab Volume Gains in TV Upfront

Walt Disney’s ABC expects to close its annual upfront sales with a modest increase in volume in advance advertising commitments, the latest sign that Madison Avenue is focusing more intently on TV than it has in recent years.

Advertisers proved interested in ABC’s new slate of programs, according to a person familiar with the situation. The network unveiled a new drama,  “Designated Survivor,” featuring Kiefer Sutherland as a U.S. government official left to run the country in the wake of a terrorist attack, and a new comedy, “Speechless,” featuring Minnie Driver as the mother in a family with a special-needs child. In the TV industry’s annual upfront, U.S. TV networks try to sell the bulk of the advertising inventory for their coming cycle of programming.

Most of the nation’s TV companies are expected to nab a volume increase in the low-single-digit percentage range. ABC last year was able to secure between $1.67 billion and $1.88 billion in advance advertising commitments for its primetime schedule. If ABC were able to notch 2% to 4% more volume, it would have secured between $1.7 billion and $1.96 billion, according to Variety estimates.

ABC pressed for increases in rates, as well, another sign of a robust market. ABC sought hikes of between 8.5% and 10% in the cost of reaching 1,000 viewers, a measure known as a CPM that is central to these annual talks between TV networks and Madison Avenue. In 2015, ABC was able to secure rate hikes of around 4% to 5%. This is the first year in several that TV networks have had enough leverage to command broader rate hikes.

Other media companies have seen improving results in this year’s haggle. CBS, CW, Viacom and Time Warner’s Turner have all secured commitments from advertisers for greater spend, according to people familiar with the pace of negotiations. The results come after several years of advertisers earmarking funds for new types of commercials, including those found alongside streaming video, on mobile devices and in social media.

More Biz

  • US Capitol

    The Sneaky Long Game of ALI’s Restatement of Copyright (Guest Column)

    Last week, Senator Thom Tillis and four other members of Congress sent a letter to an organization you may never have heard of, the American Law Institute (ALI).  The letter questions the ALI’s ongoing project to publish a competing version of the Copyright Act – or, as the ALI calls it, a “Restatement” of copyright [...]

  • Tom Petty’s Daughters, Widow Settle Legal

    Tom Petty’s Daughters, Widow Settle Legal Battle Over Estate

    Tom Petty’s widow and daughters from a previous marriage have settled their bitter legal battle, according to a report in Rolling Stone. Earlier this year, Adria Petty and Annakim Violette, the late singer’s daughters with his former wife Jane, sued his second wife, Dana York, for $5 million, alleging that she had deprived them of [...]

  • Tropical rainforest on the banks of

    Warner Music Aims to Plant 100,000 Trees in the Amazon as Holiday Gift to Staff

    In a move that inspired and environmentally conscious companies will hopefully emulate, as a holiday gift to its employees, Warner Music Group is partnering with the One Tree Planted organization to plant trees in the fire-ravaged Amazon forest. The company is planting 10 trees in the Amazon for each employee — a total of 48,210 [...]

  • Republic Records Names Chris Blackwell Senior

    Republic Records Names Chris Blackwell Senior VP of Creative Content

    Republic Records has named Chris Blackwell senior vice president of creative content & development, it was announced today by co-founders Monte and Avery Lipman and general manager Jim Roppo. According to the announcement, Blackwell will lead creative development for film, television and premium platform projects set to feature and showcase Republic Records artists. His responsibilities include establishing partnerships to create, develop, [...]

  • China Spying Technology Tik Tok Placeholder

    TikTok Gains Global Momentum -- but Also Raises Sticky Privacy Questions

    Bay Area rapper Saweetie didn’t intend for “My Type” to come out as a single. But when a clip of the bouncy anthem about desirable (and slightly vulgar) attributes in a partner started to take off on TikTok as part of a social media challenge, it became clear the song would be her defining hit. The [...]

  • Carlyle Group, Investors in Taylor Swift

    Carlyle Group, Investors in Taylor Swift Catalog, Address Scooter Braun Drama (Sort Of)

    Kewsong Lee, co-CEO of The Carlyle Group, a private equity fund whose assets include a minority investment in Big Machine Label Group, the record company that’s home to Taylor Swift’s catalog, spoke to CNBC’s “Squawk Alley” on Wednesday. During the interview, held at the Goldman Sachs Financial Conference, host Wilfred Frost asked the business executive [...]

  • Mergers and Deals Placeholder

    Top 19 Media Trends of 2019: Mega Mergers

    Media consolidation has been rife in the past two years, as traditional media companies have scaled up in order to protect themselves against the new entrants challenging their business.  Traditional media has spent $229 billion since March 2018 on just six key mergers as rivals opted to combine their assets to compete in the new [...]

More From Our Brands

Access exclusive content