NBC Closes Final Upfront Deal

Volume, pricing up on broadcast prime, USA Network

In what will go on the books as one of the most drawn-out upfront seasons in recent memory, NBCUniversal has finalized its last major agency deal.

Having finished its business with GroupM, NBCU closes the door on a particularly contentious upfront bazaar. While Fox, CBS and the CW effectively finished their deal making in early- to mid-June, NBCU faced pushback from buyers who refused to yield on price.

That said, NBCU appears to have achieved its objectives, dramatically improving the CPMs at USA Network while fetching much more competitive rates for NBC prime-time programming.

Years of underdeliveries had so stunted NBC’s value that inventory in big-reach shows like Revolution initially sold for a relative pittance.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in