×
You will be redirected back to your article in seconds

CBS Expects to Finish Upfront With Volume Increase

CBS expects to wrap its upfront sales with a greater volume of advance ad commitments than it did last year, one of the first tangible signs that advertisers are moving money back into TV after experimenting for several years with digital competitors.

The network expects to secure between 3% and 5% more volume than it won compared with its performance in 2015, according to a person familiar with the situation. In 2015, the network known for “The Big Bang Theory” and “NCIS”  notched between $2.19 billion and $2.48 billion in pre-season ad commitments, according to Variety estimates. The new figures suggest CBS could have secured between $2.26 billion and $2.6 billion in ad commitments for its next programming cycle.

CBS did not make ad-sales executives available for comment. In recent years, CBS Chief Executive Leslie Moonves has offered details on the network’s upfront performance during the conference call the company typically holds with investors to discuss its second-quarter results.

In discussions with advertisers, CBS pressed for significantly higher increases in the rates it charges to reach 1,000 viewers, a metric known as a CPM that is integral to these annual discussions between TV networks and Madison Avenue. During the “upfront,” U.S. TV networks try to sell the bulk of their ad inventory for the coming season. CBS pushed for CPM increases in the low double-digit percentage range, according to people familiar with the situation, compared with last year, when it sought between 3% and 5%.

Commitments do not represent cold, hard cash, but are an indication of what advertisers intend to spend in the months ahead. As such, CBS’ ability to secure a volume increase suggests Madison Avenue is thinking about TV in a new way after spending several years experimenting with social media and streaming video. While movie studios and automotive marketers are said to be spending less in this year’s talks, consumer products giants are seen moving money back into the TV upfront from digital venues as well as from budgets previously earmarked for so-called “scatter” advertising, when ad time in purchased much closer to air. CBS also saw higher interest from retailers, telecommunications marketers, pharmaceutical advertisers and financial-services companies, according to the person familiar with the situation.

CBS expects to sell more inventory than it did last year, another sign that advertiser interest has been robust. The network typically sells around 7o% to 80% of its ad inventory in the upfront, moving closer to the higher figure when demand is higher.

More TV

  • ChileVision-y-Mediapro-Studio

    The Mediapro Studio, ChileVision Sign Co-production Pact, Set ‘El Discipulo del Chef’ (EXCLUSIVE)

    MADRID  —  Spanish production powerhouse The Mediapro Studio and Chilean broadcast network ChileVisión, part of  Turner Latin America, have signed a co-production pact, kicked off by “El discípulo del Chef,” an ambitious entertainment format. One of Mediapro’s big new unscripted plays, the show will be introduced to buyers at October’s Mipcom trade fair. The title [...]

  • david-tennant-in-netflix-procedural-criminal

    David Tennant, Hayley Atwell Among Guest Stars in Netflix Procedural ‘Criminal’

    A host of guest stars have signed on for “Criminal,” the stripped-down Netflix procedural set in France, Spain, Germany and the U.K. The action takes place within the confines of a police interview suite. There are three 45-minute episodes set in each country. Guest stars in the British installments include David Tennant (“Good Omens”), Hayley [...]

  • Baztan Elizondo Guardián Invisible

    Conecta Fiction: Spain’s Navarre Primes Film-TV Gameplan

    MADRID  — Navarre has been a long-term film and TV shooting locale thanks to diverse and sometimes stunning landscapes that take in the Bardenas Reales badlands, immortalized in titles such as “The World Is Not Enough” and “Game of Thrones.” One of Spain’s richest regions, Navarre has historically levied its own tax regime, which led [...]

  • Jeremy Sisto, Ebonee Noel, Dick Wolf,

    Dick Wolf Plots Cross-Network Crossover Between CBS, NBC

    Veteran television producer Dick Wolf, best known for creating the “Law & Order” franchise, is eyeing a cross-network crossover between his CBS freshman procedural “FBI” or its in-the-works spinoff “FBI: Most Wanted” and one of his NBC shows, such as “Law & Order: Special Victims Unit” or “Chicago P.D.” The decision whether to go with [...]

  • Prince Albert II of Monaco (C),

    Jessica Alba, Gabrielle Union's 'L.A.’s Finest' Opens Monte Carlo TV Festival

    Prince Albert II of Monaco opened the 59th Monte Carlo Television Festival on Friday at a glittering ceremony at the principality’s Grimaldi Forum attended by Gabrielle Union and Jessica Alba. The Hollywood actresses presented the French premiere of their action cop series “L.A.’s Finest,” which has just been renewed for a second season. “You typically [...]

  • Gabrielle Union and Jessica Alba'L.A.'s Finest'

    Jessica Alba, Gabrielle Union Speak About Horrific 'L.A.’s Finest' On-Set Accident

    Actresses Gabrielle Union and Jessica Alba spoke about how the horrific accident on the set of their action cop series “L.A.’s Finest” affected them and the crew at the 59th Monte Carlo Television Festival Saturday. They also paid tribute to the main victim of the incident, executive producer/co-showrunner Brandon Sonnier, whose leg was amputated below [...]

More From Our Brands

Access exclusive content