Brian Steinberg Senior TV EditorThe hottest place to be in TV may not be traditional television, but Paramount Global was able to make the medium seem pretty cool.Paramount Global has largely completed its upfront sales negotiations.
And while the company saw its volume of advance advertising commitments rise most significantly for digital venues like Pluto and Paramount Plus, ad dollars committed for the traditional primetime schedule on the CBS broadcast network rose as well, according to a person familiar with current negotiations The company expects at least a 10% rise in volume for its primetime schedule, this person says.
In 2021, CBS may have seen its primetime commitments total between $2.03 billion and $2.64 billion, according to Variety estimates, compared with $2.03 billion and $2.51 billion in 2020.
The nation’s big TV networks are trying to lock in ad deals for their next programming season as Madison Avenue keeps its eye on a slumping stock market and worries about the prospect of a recession.
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