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Viacom has inked the last of its major upfront deals, pulling in increases of between 2 percent and 7 percent—two among clients who opted to increase volume 10 percent or more; seven among buyers who opted to remain flat. It's the third year running that ad sales head Jeff Lucas has gone for volume over pricing, and the result is that he and his team negotiate concurrently with the broadcasters.
The company has been dogged by low ratings on MTV and a major fall-off on Nick in 2010 from which that network is only now beginning to recover.
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