Ad-supported cable this summer racked up the most lucrative upfront haul in history, boosting advance sponsor commitments by 19 percent to a hair over $8 billion.
According to Cabletelevision Advertising Bureau calculations, the 2010-11 upfront marked the first time that cable drew even with the broadcast nets during the summer bazaar. While the CAB didn’t provide an estimate for the five networks’ aggregate take, analysts eyeballed the figure at around $8.25 billion. (Given a margin of error of +/- 3 percent, those figures evince statistical parity.)
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