NBC, ABC Get Closer to Completing Ad Sales for Next TV Season
NBC, ABC Get Closer to Completing Ad Sales for Next Season
Jin Lee/Bloomberg
NBC, the laggard among the Big Four, is capturing the smallest rate increase.
NBC, the laggard among the Big Four, is capturing the smallest rate increase. Photographer: Jin Lee/Bloomberg
Comcast Corp. (CMCSA)’s NBC and Walt Disney Co. (DIS)’s ABC broadcast networks are getting closer to wrapping up commitments from advertisers for the television season that starts in September.
NBC is averaging 9 percent rate increases and is two-thirds done with the so-called upfront process through which advertisers reserve space on prime-time shows, a person with knowledge of the sales said. ABC is averaging 10 percent to 11 percent price gains and and is almost finished, said another person, who wasn’t authorized to speak publicly.
The results are in line with the networks’ ratings performance. NBC, the laggard among the Big Four, is capturing the smallest rate increase. News Corp. (NWSA)’s Fox, the leader in the 18-49 age group sought by advertisers, drew gains of 10 percent to 11 percent, a person said last week. CBS, which attracts the biggest overall audience, is averaging increases of 14 percent to 15 percent, a person said June 3.
Introducing its first prime-time schedule under Comcast ownership, NBC said last month it would add 12 shows to its schedule, including the police drama “Prime Suspect” featuring Maria Bello, in a bid to climb out of fourth.
The NBC lineup will also include “The Playboy Club” from producer Brian Grazer, and the Lorne Michaels comedy “Up All Night,” and “Smash,” a musical drama about Broadway theater.
NBC, which today won the bidding rights to four Olympic Games starting in 2014, averages the fewest prime-time viewers ages 18 to 49 and the smallest overall audience of the Big Four, according to Nielsen Co. data.
ABC Shows
ABC, third in both the overall audience and 18-49, is adding eight dramas and five comedies next season, the first lineup from its new entertainment president, Paul Lee.
A remake of the 1970s “Charlie’s Angels” and “Once Upon a Time,” from “Lost” producers Adam Horowitz and Edward Kitsis, will join a lineup with “Modern Family” and “Cougar Town.”
Disney, based in Burbank, California, has charged Lee with rekindling prime-time ratings at its flagship broadcast network after he developed popular shows at the ABC Family cable channel.
The company, also the owner of theme parks and ESPN, fell 5 cents to $39.35 today in New York Stock Exchange composite trading. The shares have gained 4.9 percent this year. Philadelphia-based Comcast added 10 cents to $24.02 in Nasdaq Stock Market trading and has risen 9.3 percent this year.
Fox, which has led in the 18-49 age group for seven years, received commitments for about 80 percent of its inventory, or almost $2 billion in sales, the person said on June 2. CBS was still selling, a person said June 3.
To contact the reporter on this story: Andy Fixmer in Los Angeles at afixmer@bloomberg.net
To contact the editor responsible for this story: Anthony Palazzo at apalazzo@bloomberg.net
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