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Aces 2009-2010 Upfront |
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Now Available: 2009-2010 TV Season: Upfront TV Network Cost Efficiency Estimates The 2009-10 TV network upfront is, perhaps, the most unusual one we have seen in many years. Several key issues were in play: the deep economic recession, steadily increasing rating fragmentation and the implementation of new audience currencies (commercial ratings and engagement metrics), all of which caused advertisers to press for major CPM concessions. The broadcast networks resisted these demands with some success, accepting CPM reductions ranging between 2.5-5.5%, depending on daypart, while withholding significant amounts of commercial time for the scatter market, in anticipation of better yields. As we do every year, Media Dynamics, Inc. has confidentially surveyed a number of contacts 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 2009-10 season. ACES provides network-type standard age/sex cost efficiency estimates for key dayparts by broadcast networks (all network average), syndication and cable.
Since reports of this nature require considerable explanation and interpretation, we invite interested parties to review the prospectus below.
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