Upfront advertising sales for US cable networks are looking ‘dismal’, as advertisers and their agencies demand that airtime costs per thousand are cut back by as much as 15-20%, according to a report on Mediaweek.com,
The US trade journal reports that the cable companies’ sales executives are holding out for nothing more than a 10% cut in last year’s prices. Upfront sales are made prior to the beginning of the programme season and usually account for the majority of the total airtime sell. According to Mediaweek, cable’s total upfront sales could drop by as much as $700 million from the estimated $4.7 billion of last year.
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