The Upfront: Broadcast, Syndie Benefit From Buyers’ Bigger Budgets

While media buyers were dumbfounded by the strength of the broadcast network upfront marketplace the week prior, they were equally astonished last week with the syndication market. Many top-tier first-run and off-network shows were landing price hikes in the 8-9 percent range.

And much like their sales counterparts on the broadcast side, which saw prime-time ad revenue for the Big Four networks grow by 3.5 percent, TV syndication sales executives were making bullish predictions that they could cumulatively see a dollar volume increase of about $100 million, to $2.4 billion–up 4.2 percent over last year