Independence Day has come and gone—no, I'm not just talking about the movie sequel—and the 2016 upfront marketplace will soon follow.
Linear TV ratings may be falling, and upfront volume was largely down across the board this year, but broadcast ad sales divisions couldn't be happier as the year winds down. That's because of an extraordinarily strong scatter market (ad time bought during the season as opposed to the upfronts) that has propelled networks to significant increases this fall.
With the 2015-2016 upfronts now behind us, it's on to the sales season. Last year's upfront market was down, with both broadcast and cable taking hits. New Jersey-based MDI pegged the decline at 6.1% to $18.125 billion overall, including a 4.7% drop by cable to $9.67 billion.
While viewers may be in for a little culture shock when Mad Men returns for its seventh and final season—the story picks up in January 1969, and in keeping with the blighted aesthetics of the era, Peggy now resembles a sentient macramé owl while Roger is decked out like a captain in the Belgian navy—it’s business as usual for the AM
In a bid to accommodate the hulking bruiser that is the National Football League, Leonard, Sheldon, Penny and the rest of The Big Bang Theory crew next fall will be moving out of the Nerdvana of Thursday night for a slot earlier in the week.
News Corp. reported today that its fiscal year first-quarter earnings tripled from a year ago, reflecting a one-time gain from the sale of its NDS holdings and a strong showing from its cable TV networks. The media conglomerate posted net income of $2.23 billion, or 94 cents per share, up from $738 million, or 28 cents per share, in the year-ago period.
While the Nielsen ratings for the first two weeks of the new broadcast season likely left a few network executives scrambling to get their Xanax refilled, the advertising marketplace itself appears to be holding up. But analysts are concerned that a soft fourth-quarter scatter market and the general lack of enthusiasm for freshman shows could augur a long, cold winter.
After two consecutive years of record growth, the cable advertising market has cooled down considerably—and if the current scatter market is any indication, the networks could be in for a long, cold winter.
Nickelodeon’s ongoing ratings woes were the talk of Viacom’s fiscal second-quarter earnings call, as executives faced a litany of pointed questions about the network’s under-deliveries.
General Motors has thrown the transmission in reverse, exercising options to cancel a substantial portion of its second-quarter upfront commitments. According to several sources, GM has pulled out of nearly 50 percent of its Q2 upfront buys in broadcast and cable, the maximum allowable under the terms of network ad contracts.