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After a record $8.27 billion was committed to the 2002-03 schedule in last week’s broadcast TV prime-time upfront, media buyers are asking how and why it happened. And they’re hoping for a measure of payback by year’s end.
The final tally was a whopping 20 percent—or $1.4 billion—more than last year. Buyers attributed this to several factors.
Advertiser ad budgets were up about 3 percent, adding about $200 million to the upfront marketplace. What’s more, an additional $400 million spent in the scatter market this year was moved back into the upfront for next season.
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