Networks stave off deep upfront price cuts

07/1/2009 | Advertising Age (tiered subscription model)

While marketers were looking for steep discounts in the upfront ad market for the fall television season, the networks apparently held their ground, refusing double-figure CPM discounts. Ad pricing is expected to still drop significantly. Volume also is expected to drop as networks are looking for buyers to pick up additional time in the scatter market instead of extending "expansion rights" -- essentially, options to buy additional time at the upfront rate.

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