Cable's Killer Upfront Shows TV's Muscle

摘要

This year's upfront was huge, especially for cable. The Cabletelevision Advertising Bureau surveyed members and found advertising sales volume during the upfront soared 19% to a record $8 billion. That's about the same amount as the national broadcasters took in, CAB says, although other reports put the broadcast total as high as $9 billion.rnSean Cunningham, President/CEO of CAB, says the totals indicate advertisers believe in television, even in a multi-screen world. "When there is more scrutiny on marketing and ad dollars than ever before in an incredibly tough economic climate," he says, "the fact that we not only did not take a step backward in terms of how people used us, but we got an enormous surge of spending, says to me that the agencies and advertisers get it, that TV if anything is more powerful than ever before."