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GE chief financial officer Keith Sherin on Friday told investors that the upfront has been “very slow,” adding that NBC will “retain more inventory” than usual, holding out hope for a strong scatter market.
Typically, the networks sell between 75 percent and 80 percent of their prime time inventory during the upfront, but contracting viewership, a wobbly advertising market and the recession have put a squeeze on CPMs. As such, the Big Four are expected to hold back as much as 30 percent of their inventory this year.
NBC
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