TV Upfront

Fox Starts Securing Upfront Ad Commitments

As in Recent Years, Moving Early in Upfront Negotiations

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Fox and ABC have started to secure ad commitments as part of this year's upfront negotiations, according to media buyers and people close to the networks.

Kiefer Sutherland is coming back in a new '24'
Kiefer Sutherland is coming back in a new '24' Credit: Fox

Fox has already started doing business with some movie studios, among others, according to the person.

Fox has been an early mover in recent years, especially among movie studios and auto makers, partly because of its appeal to hard-to-reach younger male audiences, according to one media buyer.

Fox secured about $1.98 billion to $1.99 billion in last year's upfront, which was in-line with 2011, according to Ad Age estimates, with the cost to reach a thousand viewers, or CPM, between 7% and 9%.

Viacom has also completed deals for about 50% of the ad inventory it intends to offer as part of this year's upfront negotiations, according to media buyers and a person close to the network.

While thus far it seems quiet at CBS and NBC, media buyers have said NBC Universal's president of ad sales, Linda Yaccarino, is looking to move broadcast and cable business at the same time. A spokeswoman for NBC Universal declined to comment.

Variety first reported Fox's early deals this afternoon.

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