NEW YORK Speaking on Tuesday at CBS headquarters here, company chairman and chief executive Leslie Moonves said he expects "double-digit CPM increases" for the network's upfront this May.
Moonves said his network's stable program schedule, especially on Thursday nights, its standing as a leader in total audience and its popularity with the 35-54 demographic will be key to its upfront success.
He disputed the value of the 18-34 demographic, saying that it is time that advertisers awaken to the value of courting older adult viewers.
Moonves, along with CBS network sales president JoAnn Ross and executive vice president of research and planning David Poltrack, disputed the cable value proposition.
Poltrack asserted that no cable network has been able to demonstrate a three-tenths of a point rating increase the way CBS has been in the last year. Moonves also said that while buyers may shift some money to cable in their plans this year, he does not expect that money to move from CBS.