If the Big Four networks are indeed able to command significant price increases in the upfront market, it will again be remarkable just how vast the spread is between supply and demand. CPMs and ratings continue to head in strikingly opposite directions.
To wit: Barclays Capital projects ABC to command 10% price bumps, while the network’s C3 ratings in the 18-to-49 demo this season are down … 10%.
At Fox, Barclays projects CPMs to go up 10%, while its ratings are down 6%.
At CBS, pricing would go up 12%, while ratings have declined 7%. NBC would have an 8% increase in CPMs as its ratings have dropped 6%.
Here’s a post about what $9 billion could buy in digital (though not Digital OOH).
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.