Rival Nets Angry At Fox For Upfront Pricing
Are ABC, CBS and NBC angry at Fox for its upfront negotiations?
Media executives say Fox could have set pricing for its upfront inventory higher than the average 8% or 9% price hikes it has received. In the weeks before the upfront market started, most senior network executives had been talking about hefty double-digit price increases over a year ago for the CPMs.
“Fox moved quickly, but it could have set pricing higher,” says one veteran media agency executive. “If you are ABC or CBS, you'd be angry,” and other networks as well. Says another executive: “Everyone is pissed at Fox.”
As the market leader, Fox has the ability to set the price bar. Now, many other networks, in theory, need to be priced under where Fox has settled. Media sources say ABC and CBS are now hoping to get at least the 8.0% to 8.5% price hike, just under Fox. Struggling NBC hopes to land a half a point to a point just under ABC and CBS.
But Fox may have the last laugh — especially if the TV ad market continues to be strong.
(this is actually pretty funny… what’s that old saying “pigs get fed, hogs get slaughtered…” – bc)
via MediaPost Publications Rival Nets Angry At Fox For Upfront Pricing 06/04/2010.