Goldman Keeps 'Recommended List' on Viacom

Analyst Richard Rosenstein says pre-season ad sales appear to be double what he had been expecting

Goldman Sachs keeps recommended list on Viacom (VIA.B ).

According to The Wall Street Journal, advertising demand has been stronger than expected in the pre-season ad-sales market for the fall TV season.

Analyst Richard Rosenstein says network upfront market -- when advertisers pay in advance for a season -- appears to be coming in stronger than expected, with average price increases of 6%-8% -- double what he had been expecting.

Rosenstein says ratings leader NBC seems to have taken the leadership role on pricing by staying firm. He says this has catalyzed the market, leading to significant deal making late last week. He also says Viacom continues to be the best play in this area. He also likes Fox, Univision and Disney.

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