After more than a month of relative silence, media companies are crossing the upfront finish line once again.
On the heels of Discovery, Inc., wrapping its negotiations, another major cable portfolio—Viacom—has also put the finishing touches on this year’s upfront market.
Heading into this year’s upfront with a new network (Paramount, formerly known as Spike) and several recent acquisitions like Whosay and VidCon, Viacom put questions about its future aside to secure upfront CPM (cost per thousand viewers reached) increases in the mid-to-high single digits for its non-kids networks and double-digit growth among its Nickelodeon networks.
It was Viacom’s strongest upfront pricing increases in a decade, according to a source close to negotiations.
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