In releasing its 2002-03 upfront cost-per-thousand-homes estimates Tuesday,
Jack Myers Reports said the 'Big Four' broadcast-TV networks boosted
their CPMs by an average of 7.5 percent.
In network cable's upfront, Myers estimated that major niche networks saw
CPMs rise by 4 percent, as did the cable news services, while broad-based
networks' CPMs dropped 2 percent from last year's upfront and so-called
third-tier programmers fell 3 percent.
Myers singled out MTV: Music Television, E! Entertainment Television and
Comedy Central as having averaged 8 percent CPM growth, with ESPN at 6
On the down side, Myers recalled that USA Networks Inc. made deals early in
the upfront market by slashing CPMs by 8 percent to 15 percent, and Lifetime
Television also sought to increase revenue share by cutting CPMs 'in the low
Those CPM estimates are in line with those published earlier by
Multichannel News and others.
Turning to the post-upfront scatter marketplace, Myers said tight TV and
cable inventory has translated into overall CPM increases 'as high as 20 percent
and even to 30 percent.' That tightness has bolstered the fortunes of 'the
second- and third-tier networks,' the analyst added.