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Upfront CPMs seen lower

Published on .

CPMs should increase in the mid-single digit percentage range during this year's network TV upfront market. So said James Van Cleave, Procter & Gamble's former VP-media and currently president of his own media consulting company, Cincinnati Strategies. Mr. Van Cleave, speaking in New York at the closing day of the TV Ad Forum of the Association of National Advertisers, cited the softening of the economy--compared to last year--and election-year jitters as reasons for the lower increases. Last year's record upfront saw double-digit increases as the networks wrote about $5.6 billion worth of business.

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