The last of the upfront deals were being sewn up late tonight, as ABC joined CBS on the far side of the finish line.
According to media buyers, ABC was able to command an average CPM increase of 7 percent. In accordance with what appears to be a market-defining trend, ABC’s dollar volume was flat versus a year ago, when it racked up some $2.5 billion in advance sponsor commitments.
If enthusiasm about this year’s marketplace may be tempered somewhat—before any budgets were registered, analysts in April predicted that a strong auto market would drive upfront volume up by as much as 5 percent—it’s worth noting that the 2011-12 upfront was an outlier. When
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