Cable Notched Higher Upfront CPMs: Myers

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Cable entertainment networks scored higher cost-per-thousand gains than their broadcast counterparts during the 2007-08 upfront, according to Jack Myers Media Business Report.

The advertising/media publication pegged cable entertainment costs per thousand (CPMs) at 8.5% for the most recent Madison Avenue bazaar, when advertisers and their agencies secured commercial time for the 2007-08 TV season. Cable CPMs edged up just 1% during the 2006-07 upfront.

By way of contrast, the average broadcast CPMs climbed at a 7% rate, according to Myers. As for the individual broadcasters, the publication, which couched its projections owing to limited and still incomplete data, said The CW scored the highest CPM increase at 9.5%, trailed by ABC at 8%, CBS and Fox both at 7.5% and NBC, which set the market in motion, with a 5.5% uptick. For the 2006-07 TV season, upfront CPMs declined by 1%.

Broadcast-network evening news programs averaged 9.5% CPM increases for the 2007-08 season. On the cable news side, CPMs rose 7.5% for this season, according to Myers.

The report calls those increases a bargain relative to current scatter-market pricing, while also noting that with the conversion of commercial live plus 3-day ratings as the primary metric for the 2007-08 season, upfront inflation was modest.

All told, Jack Myers Media Business Report projects total broadcast ad revenue to increase 2% to $18.94 billion for calendar 2007, while cable year-to-year spending should improve 5% to $17.7 billion this year.

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