MediaBuyerPlanner: More than half the syndication upfront has been completed, and the market is proving more robust than in years past, writes AdAge.
Media buyers are predicting the market could reach about $2 billion, with CPM increases for first-tier properties in the mid- to high single digits.
The speedy pace is thanks in part to an increase in the money from pharmaceutical companies.
Original content such as the Oprah Winfrey Show and Ellen are drawing the most interest, as opposed to off-network repeats of once-popular programs. The new syndicated effort based on the gossip-y TMZ website is also garnering plenty of attention.
The cable marketplace is expected to finish flat with last year’s $6.5 billion. Lifetime has closed a deal estimated at $70 million with Group M, using commercial ratings and live-plus-three-day viewership (or C3 as some are calling the combination), and most other networks are using that metric as well. Viacom’s MTV Networks, however, are still holding out for deals using program ratings.
Related stories:
- TMZ.com to Launch as TV News Magazine
- CW Upfront Pulls Estimated $640MM
- Viacom Says ‘Not Yet’ to Commercial Ratings
- Networks Gain a Tad with Live-Plus-3-Day/Commercial-Minute Combo
- TV Upfront Slow to Start
- CBS: Live-Plus-Three-Day Is Currency and We Mean It
- Live-Plus-Three-Day and Commercial Ratings Likely Upfront Currency
