On September 21, 2009
Total Upfront Take Even Worse Than You Thought, But Not for the Reasons You Thought
Credit Suisse has gone out on a limb, maybe a pretty sturdy one actually, about where the total take in the broadcast networks’ upfront ad sales market really mapped out. And it’s even worse than we thought. Total volume was down 22 percent to $7.2 billion, with Credit Suisse pegging the individual drop-offs at the broadcast nets as follows: ABC and CBS each down $1.9 billion or 24 percent; NBC down 21 percent to $1.5 billion and Fox dropping 18 percent to $1.6 billion. The first tipoff that there’s something more to these numbers than a simple media recession is the following: that CBS (yes, BNET’s ultimate corporate overlord), was the ratings leader last season, but tied with ABC for…
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