Upfront Ad Sales: CBS Securing Nearly 10 Percent Rate Increases

CBS' Les Moonves

CBS is apparently doing well in its upfront ad sales. The network currently has drawn about $2.7 billion in ad commitments for next season at a rate increase of almost 10%, according to "inside sources."

CBS has sold about 78% of its inventory for the season that starts in September. Because CBS sold more ad inventory last year, the total dollar figure is roughly the same, with less inventory this year. The network's decision to hold a small amount back suggests that the upfront market is not as robust as hoped and that TV networks will hold more time in reserve than last year to sell more close to air date. This advertising is typically sold at a premium.

All the big networks are now believed to be done with their upfront dealings. Fox is believed to have notched increases of around 7% to 9%; ABC is said to have secured increases of around 6%to 7%;  and NBC has secured increases of about 5.5% - 6.5%.

sources: AdAge, Bloomberg