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Aces 2010-2011 Upfront |
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Now Available: 2010-2011 TV Season: Upfront TV Network Cost Efficiency Estimates The 2010-2011 national TV upfront saw a return to normal, with the broadcast networks, syndicators and cable channels winning 7-10% CPM hikes over the previous year. Although the economy is rebounding somewhat, it remains “soft,” but advertisers who rely on national TV buys as the linchpins of their promotional strategies evidently think that investing more heavily in the upfront will lock in the kinds of program tie-ins and timely GRP availabilities they need to foster their images and stimulate sales. In addition to securing higher CPMs, broadcast networks sold 75-80% of their GRP inventory in the upfront, which is a return to previous norms, and a departure from last year, when a significant amount of time was withheld for scatter sale.
As we do every year, Media Dynamics, Inc. has confidentially surveyed a number of sources familiar with the upfront negotiations and added our own inputs to produce the latest ACES (Ad Cost Efficiency Service) report, which contains our own independent estimates of CPMs and CPPs for the 2010-11 season. ACES provides network-type standard age/sex cost efficiency estimates for key dayparts by broadcast networks (all network average), syndication and cable. ACES also provides month-by-month, as well as quarterly and annual projections, thus presenting a more detailed picture than is usually available.
Since reports of this nature require considerable explanation and interpretation, we invite interested parties to review the prospectus below.
Published June 2010; 29 pages
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