Online Exclusive: Media News

ABC WRAPS UP UPFRONT DEALS WITH AGENCIES

Rate Increase Said to Be in the 4%-6% Range

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NEW YORK (AdAge.com) -- Walt Disney Co. network ABC is wrapping up initial agreements with the major media agencies and is expected to be done by the end of the week.
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One national broadcast buying chief, who did not wish to be named, said: “We’re working with ABC and anticipate that we’ll be closed up soon. Likely by the end of the week.” Separately, another agency CEO said his deal was done and that he had been told that all the major agency executives were finished with ABC and would be moving on to other networks next week.

Cost increase
The cost per thousand or CPM increase at ABC is said to range between 4%-6%. Though some buyers who that talked to AdAge.com said the range was more like 4%-5%, one other suggested ABC had done deals at 5.5%.

However, one senior marketer executive, who spent money with the network said: “ABC is completely wrapped up. They finished last night at around 1:15 a.m.”

PR reps for ABC could not immediately confirm or deny this.

Concept deals
The initial deals, or “concept deals” as they are known, involve striking a CPM price and overall volume agreements before each agency moves on to the other broadcast networks and returns later to negotiate schedules and discuss dayparts.

One buyer said: “We’re preparing to go on to the other broadcast networks now and cable and syndication. We’re ready to move if the pricing is advantageous.”

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