In releasing its latest forecast for the 2002-03 upfront marketplace, Jack
Myers Reports said Thursday that the cable upfront should grow by 5 percent to
$4.2 billion, whereas the six broadcast-television networks' combined upfront
should slip by 3.3 percent to $6.7 billion.
Myers attributed the broadcast decline to the expectation that three of the
'Big Four' TV networks will sustain 'significant revenue declines.'
Myers' conclusions were based on its latest quarterly Advertising Confidence
Index survey, conducted via electronic mail during the week of April 15 among
105 advertiser and ad-agency executives.
Although the broadcast sellers have been figuring on upfront
costs-per-thousand-homes increases of between 5 percent and 10 percent, Myers
said the buying side is looking for CPM decreases of between 6 percent and 10