Total national television generated volume increases of 5.0% in the 2016/17 Upfront marketplace, according to an exclusive MyersBizNet/MediaVillage analysis of media buyers and sellers. Premium broadcast and cable network inventory achieved double digit cost-per-thousand (CPM) increases for the first time in recent history, with broadcast primetime, original primetime cable entertainment, late night and kids holiday programming generating increases of ten percent or higher. Scroll to the bottom for the full MyersBizNet/MediaVillage 2016/17 Volume and CPM Inflation Report, available for PDF download.
Download our full 2016/17 Upfront Volume and CPM Inflation Report below.
Seven broadcast networks, including Univision and Telemundo, achieved CPM gains ranging from 5.4% to 12.6%, with NBC-TV generating the highest reported gains. While leading cable entertainment networks averaged 10% CPM increases, original series and selected networks achieved CPM gains surpassing 20% in selected cases.
Overall, CPM inflation doubled in comparison to growth experienced in the past two Upfront seasons. For our full detailed report, scroll down, and for insights into the realities and challenges inherent in analyzing and reporting on Upfront volume and pricing, read Jack Myers’ perspective and overview here.