Kids upfront under way

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The kids upfront TV market has broken in earnest, with the consensus being that cost-per-thousand increases are flat. Most kids outlets are pressing volume deals. The WB, also expected to be hot in the adult upfront, is writing CPM increases for its kids programming, buyers said. Mattel is in the midst of a media review and hasn't closed its deals yet, but Rick Dellacquila, the company's VP-advertising services, is expected, as usual, to be very hands-on in closing some significant upfront deals for the company, one seller said. Starcom USA, a major kids player with McDonald's Corp. and Kellogg Co., is said to have closed most of its deals and is near closing one with Fox Kids and Fox Family Channel as well. Nickelodeon, a big-volume player, is in the middle of two-year deals with most marketers.

Copyright April 1999, Crain Communications Inc.

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