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As Covid-19’s effects continue to put pressure on the television advertising business, NBCUniversal’s delayed upfront marketplace was “relatively normal, and much stronger than we expected,” NBCUniversal CEO Jeff Shell told investors Thursday, but did not put a number to those claims.
The annual negotiations, which heated up in July following NBCU’s 30 Rock reunion that doubled as this year’s upfront presentation, were “much smaller” than previous years, Shell acknowledged, but lower ratings points helped drive scarcity, benefiting prices.