This year's upfront market for next season's children's TV programming broke Wednesday at 7 p.m., and by the time it was over, at about 6 a.m. Thursday, more than $350 million had been spent. The big player, Fox, averaged cost-per-thousand increases in the 17% to 23% range. The WB, with a hot kids lineup, was up in the mid 20% range. The traditional networks, CBS and ABC, averaged increases in the mid to high teen range, insiders said. UPN was also in the mid-teens.
The budgets of most advertisers were flat, though some toy manufacturers and fast-food advertisers increased their kids budgets.