×
You will be redirected back to your article in seconds

Fox Sees Volume Gains In TV Upfront Sales

Add Fox to the list of networks seeing gains in TV’s annual upfront market.

The 21st Century Fox-owned broadcast network expects to win an increase in the amount of advertising commitments it secures in advance of the coming season, according to a person familiar with the situation. U.S. TV networks try to sell the bulk of their advertising inventory each year as part of this market, which serves as a referendum of sorts on how Madison Avenue views TV.

The parent company saw improving interest across its Fox Networks Group, this person said, which includes Fox Broadcasting, Fox Sports, FX Networks and National Geographic. Volume gains across the portfolio were up approximately 5%, this person said. Approximately 75 to 80% of inventory was sold across the unit, which is said to have made gains in selling advertising packages across multiple viewing windows, including video on demand and streamign video.

Fox is the latest outlet to enjoy the benefits of a renewed interest by marketers in TV, after several years of growing emphasis on digital, mobile and social media. In 2015, the five broadcast networks secured  $8.02 billion and $8.69 billion for their primetime entertainment schedules, according to Variety estimates, compared with between $8.17 billion and $8.94 billion for the 2014-15 season.

Volume at Fox Broadcasting is seen increasing between 3% and 5%, according to the person, which could mean it secured between $1.47 billion and $1.64 billion for its primetime schedule, according to Variety estimates. Fox secured between $1.43 billion and $1.56 billion last year.

Fox gained more negotiating leverage in this year’s haggle as well. In 2015, Fox offered rollbacks in the costs of reaching 1,000 viewers, a measure also known as a CPM that is instrumental in these annual negotiations, of as much as 2%. This year, Fox was able to secure CPM increases of between 8.5% and 10%, according to ad buyers familiar with the talks. The network faces challenges in trying to match the increases being sought by CBS and NBC because its base CPMs are among the highest in the industry, owing to years of ratings success fueled by “American Idol.”

Advertisers were drawn to new Fox series including “24: Legacy,” “Prison Break,” “Pitch,” and “Lethal Weapon,” this person said.

The company is also working on selling its coming broadcast of Super Bowl XLI, and is working to nab more than $5 million for each 30-second ad berth it has to offer. One buying executive suggested the price tag could lead to longer negotiations, but Fox has so far believes Super Bowl sales are “pacing well,” according to the person familiar with the situation.

NBCUniversal is said by buyers to remain in talks with some major entities, including WPP’s GroupM, one of the largest representative of advertisers. NBCU has been particularly aggressive in this year’s talks, trying to secure CPM increases as high as 12%, according to buyers. GroupM has been firm in its desire for more moderate rates of increase, these executives said.

More TV

  • James Holzhauer $2 million

    'Jeopardy!' Champion James Holzhauer Hits $2 Million Winnings Milestone

    This current “Jeopardy!” player has just won over $2 million on the popular game show. Who is James Holzhauer? The 34 year old professional sports gambler from Las Vegas has hit a “Jeopardy!” milestone by becoming only the second person in the show’s history to win over $2 million in regular season play. Holzhauer won [...]

  • Kanye West Shares a Memory of

    Kanye West Shares a Touching Memory of His Mother in Letterman Interview

    In a preview of David Letterman’s interview with Kanye West, which begins streaming next Friday, May 31, the musician’s wife Kim Kardashian West, tweeted a clip of him sharing a touching memory of his mother, Donda, who died in 2007 after a surgical procedure. While his wife looks on smiling, West answers Letterman’s question about [...]

  • CNN Lays Off Some Health Journalism

    CNN Lays Off Some Health Journalism Staffers

    CNN has laid off a handful of staffers from its health-journalism unit after deciding to place its health, climate and Southeastern newsgathering operations under a single aegis. ” As part of the normal course of business, our newsgathering team made a small restructure earlier this week that ultimately impacts 6-7 employees within CNN’s Health Unit,” [...]

  • Henry Ian Cusick

    'Lost' Star Henry Ian Cusick Signs With Buchwald (EXCLUSIVE)

    Henry Ian Cusick, best known for playing Desmond on the hit ABC series “Lost,” is signing with talent agency Buchwald for representation. Cusick also starred in the CW sci-fi/drama “The 100” and was most recently seen in the Fox series “The Passage.” His other notable television credits include “Scandal,” “24,” “Fringe,” “The Mentalist,” “Body of [...]

  • Bryan Cranston First Time in Variety

    Bryan Cranston on His Early Roles, Dealing With Rejection and His 'Erasable Mind'

    Following his 2014 Tony Award for best actor as President Lyndon B. Johnson in Robert Schenkkan’s play “All the Way,” Bryan Cranston is looking to add to his trophy collection this year with his performance as Howard Beale in “Network.” The deranged anchorman — who’s famously “mad as hell and not going to take this [...]

More From Our Brands

Access exclusive content