Broadcast networks may see about a 2% increase in upfront revenues this year, while cable networks will experience a dip.
So says Bernstein Research analyst Todd Juenger.
He writes in a client note that even high network 10% CPM viewer price gains don’t exactly translate to a strong upfront, reports MediaPost.
The analyst cites a dip in viewing for both broadcast and cable, leading to harder-to-maintain audience guarantees.
Media Dynamics meanwhile estimated broadcast networks made some $8.4 billion in upfront ad dollars for the 2015-2016 upfront season and cable networks $9.5 billion.
