Idle Threat?

GM’s stall tactics chill upfront, but history favors the networks

General Motors is driving a hard bargain, calling on broadcast networks to roll back pricing on their 2012-13 upfront inventory by as much as 20 percent—an opening gambit that has yet to pay off. And while a standoff could result in GM sitting out the spring bazaar altogether, the automaker’s absence is unlikely to have a long-term impact on annual TV revenues.

AW+

INDEPENDENCE DAY SALE

Subscribe today!

APPLY PROMO CODE "JULY20" AT CHECK OUT FOR 20% OFF

View Subscription Options

Already a member? Sign in