Upfront Guessing Game: Fire Away

摘要

Thanks largely to the battered economy, the annual spring rite of predicting the total upfront haul is as tough as it's ever been. But as always, that doesn't keep anyone from trying. rnLast year, broadcast networks managed to negotiate CPM (cost per thousand) increases anywhere between 5% and 10% for a total of $9.2 billion. But with the stock market struggling, March retail sales falling back after two months of gains and a tepid second-quarter scatter market, this year may be different. rnWhile most predictions put the upfront down this year, the degree to which it is expected to fall is varied. There are the pessimists, such as one sales executive at a relatively large cable network who would only give his dour projections on the condition of anonymity.