Basic-Cable Upfront Off to Active Start

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There was a fair amount of cable upfront advertising activity this past week.

Sources said agencies OMD USA, MindShare USA, Mediaedge:cia and Starcom MediaVest were active, while market observers noted that USA Network was the most engaged on the sell side, inking deals with three shops at 4%-5% CPM (cost per thousand homes) gains.

MTV Networks was said to have done business with a couple of agencies, with MTV: Music Television scoring double-digit gains, while Spike TV and TV Land registered low-single-digit advances.

Turner Broadcasting System Inc. is said to have closed one piece of business, as was Discovery Networks U.S.

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