Networks and Buyers Prepare to Stand Their Ground in the Upfront Showdown

Double-digit demands, new data options highlight this year’s talks

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Look for a bit more swagger on display than usual during this week's broadcast upfronts. For the past several months, network execs have eagerly pointed to this season's exceptionally robust scatter market as an indication that this upfront will be the strongest in years. Those boasts only intensified during the most recent round of earnings calls. As usual, Les Moonves, chairman, president and CEO, CBS Corp., led the charge, telling investors on May 3, "With these ratings, this schedule and the ad market on fire, we are salivating as we head into the upfront season."



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