Cable Upfront Negotiations Promise a Haul

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The cable upfront should start up this week in earnest, as most agencies have opted to wait till after the holiday weekend to negotiate seriously with the cable networks. Since Leo Barnett is only half done with its upfront and D’Arcy Masius Benton & Bowies is in the middle of negotiating, there’s a lot of business yet to be done. “It’ll be long and drawn out,” groaned one buyer who has yet to go to market.

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