MediaWorks: What does the upfront look like this year?
Jon Nesvig: It's the same prediction as last year, half to 1%. We'd like to see the upfront grow, but a 1% growth upfront total doesn't bother me. With the cable diversion of money, a lot of major cable brands have reached saturation. They're just building frequency, reach still remains the province of broadcast.
MediaWorks: Who or what is your biggest competitor for dollars?
Nesvig: Non-measured media continue to get the lion's share of marketing dollars.
MediaWorks: What economic factors have the greatest effect on the upfront?
Nesvig: Overall economic growth, corporate profits and competitiveness within key categories are going to have the greatest impact on upfront dollars this year.
MediaWorks: What's the most common negotiating tactic you hear from buyers?
Nesvig: Buyers don't seem to be as focused on price as they are on ideas and engagement
MediaWorks: What's unique about your offering?
Nesvig: The success and diversity of our schedule. If you look at "House," it continues to do amazing numbers, [as well as] "American Idol" and "Prison Break" and "Bones" and "The O.C." and the Sunday night comedies.
MediaWorks: Are cross-platform sales coming back into fashion?
Nesvig: It all goes back to the advertisers' need to get the right package done. This is taking an idea that is content-generated and spreading it across other platforms. As much as people are talking about looking elsewhere, we'll be there.
MediaWorks: Will digital dollars move out of the TV pot?
Nesvig: Emerging media have been funded out of newspaper classifieds. The Internet [players] with big-reach vehicles seem to be a compelling combination, and how much that helps or hurts, it's hard to know. Broadcast combined with emerging media platforms will be the way to go.
MediaWorks: How will the DVR debate be resolved?
Nesvig: As for the DVR debate, I'm more interested in the rate of exchange than the currency.
MediaWorks: Do you ad skip?
Nesvig: Personally, I love the commercials.