NBC eases into upfront; ABC scrambles for deals

Ross, Chuck
June 1997
Advertising Age;6/2/1997, Vol. 68 Issue 22, p2
Trade Publication
This article discusses the results of upfront sales of television advertising space by the major television networks in the U.S. in the May 31-June 1, 1997 weekend. NBC, which hit the $2 billion mark during the 1996 advance sales period for fall, is said to be looking to write about $2.15 billion this year, up 7.5%. Fox, meanwhile, knowing its strong market position, was shadowing NBC, pursuing only the auto and movies business. CBS also closed business in those categories, though the studios generally consider CBS, which has an older skewing audience, less important.


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