TV Upfronts

Viacom Finishes Upfront With Double-Digit CPM Gains as Potential CBS Merger Talks Loom

New acquisition Pluto TV helps drive advanced advertising demand

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Its long-term future as a standalone company is up in the air, but Viacom has finished its upfront business, crossing the finish line with double-digit CPM (cost per thousand viewers reached) increases, according to a source close to negotiations.

The company secured its highest rate of change in CPMs in more than a decade. Volume was flat this year.

During last year’s upfront, the company secured CPM increases in the mid- to high single digits for its non-kids networks and double-digit growth among its Nickelodeon networks.

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