Broadcast networks saw a drop in revenue, and cable saw an increase. Viacom's Nickelodeon is up high single digits in revenue and Time Warner's Cartoon Network is up double digits. "[Broadcast] CPMs held strong, but overall ratings losses were comparable to the loss in revenue," said David Levy, president-entertainment sales and marketing at Turner Broadcasting, which sells Cartoon Network and WB Kids.
CPM prices for the pre-holiday "hard eight" period hovered in the low double-digits.Other inventory was negotiated down to low singles-a far cry from last year's 20%-to-25% rate hikes for prime periods.
Big spender Kraft Foods' outlay was down from last year. Sellers said food marketing as a whole was up, promoting reformulated products and healthful-food launches.