Disney's ABC Secures $2.1B In Ad Deals, Up 40% From '04
DOW JONES NEWSWIRES
May 31, 2005 1:45 p.m.
By Janet Whitman
Of DOW JONES NEWSWIRES
NEW YORK -- Walt Disney Co.'s (DIS) ABC television network has secured an estimated $2.1 billion in advance advertising commitments for its coming prime-time television season, a 40% jump from a year ago boosted by hits such as "Desperate Housewives," "Lost" and "Grey's Anatomy."
Including prime-time sports and specials, the network, which said it has nearly completed its "upfront" prime-time ad sales, has obtained an estimated $2.7 billion, up from $2.1 billion in 2004.
ABC said it posted increases of between 4% and 6% in the cost of reaching 1,000 viewers, or CPMs, the typical pricing measure for television ad time.
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ABC Reports Sharp Rise
In 'Upfront' Ad Commitments
By JANET WHITMAN
DOW JONES NEWSWIRES
May 31, 2005 2:26 p.m.
NEW YORK -- Walt Disney Co.'s ABC television network has secured an estimated $2.1 billion in advance advertising commitments for its coming prime-time television season, a 40% jump from a year ago boosted by hits such as "Desperate Housewives," "Lost" and "Grey's Anatomy."
Including prime-time sports and specials, the network, which said it has nearly completed its "upfront" prime-time ad sales, has obtained an estimated $2.7 billion, up from $2.1 billion in 2004.
ABC said it posted increases of between 4% and 6% in the cost of reaching 1,000 viewers, or CPMs, the typical pricing measure for television ad time.
ABC expects to garner about $600 million from prime-time sports sales, including "Monday Night Football," the National Basketball Association and the Bowl Championship Series.
"Clients responded very positively to our new primetime schedule, and the incredibly strong performance of our hit freshman series," Mike Shaw, president of sales and marketing for the ABC Television Network, said in a statement announcing the upfront sales figures. "And the good news doesn't end at prime. We're also seeing strength in our other dayparts such as news, daytime and early morning."
ABC also said it anticipates an increase in revenue from the "scatter" market, which is ad time sold on an as-needed basis during the television season.
"Historically, in the last 12 out of 13 years, the scatter marketplace for all networks has seen increases over upfront pricing, so having the right inventory to sell in scatter can give you a strategic advantage," Mr. Shaw said.
ABC ended the 2004-05 television season up 12% in total viewers, up 16% in the key 18 to 49 demographic and up 15% among adults aged 18 to 34.
Rival networks Viacom's CBS and News Corp.'s Fox aren't expected to post gains as great as ABC's, while General Electric's NBC is expected to see a decline, hurt by a ratings slump.
Write to Janet Whitman at janet.whitman@dowjones.com
DOW JONES NEWSWIRES
May 31, 2005 1:45 p.m.
By Janet Whitman
Of DOW JONES NEWSWIRES
NEW YORK -- Walt Disney Co.'s (DIS) ABC television network has secured an estimated $2.1 billion in advance advertising commitments for its coming prime-time television season, a 40% jump from a year ago boosted by hits such as "Desperate Housewives," "Lost" and "Grey's Anatomy."
Including prime-time sports and specials, the network, which said it has nearly completed its "upfront" prime-time ad sales, has obtained an estimated $2.7 billion, up from $2.1 billion in 2004.
ABC said it posted increases of between 4% and 6% in the cost of reaching 1,000 viewers, or CPMs, the typical pricing measure for television ad time.
-----------------------------------------------------------------
ABC Reports Sharp Rise
In 'Upfront' Ad Commitments
By JANET WHITMAN
DOW JONES NEWSWIRES
May 31, 2005 2:26 p.m.
NEW YORK -- Walt Disney Co.'s ABC television network has secured an estimated $2.1 billion in advance advertising commitments for its coming prime-time television season, a 40% jump from a year ago boosted by hits such as "Desperate Housewives," "Lost" and "Grey's Anatomy."
Including prime-time sports and specials, the network, which said it has nearly completed its "upfront" prime-time ad sales, has obtained an estimated $2.7 billion, up from $2.1 billion in 2004.
ABC said it posted increases of between 4% and 6% in the cost of reaching 1,000 viewers, or CPMs, the typical pricing measure for television ad time.
ABC expects to garner about $600 million from prime-time sports sales, including "Monday Night Football," the National Basketball Association and the Bowl Championship Series.
"Clients responded very positively to our new primetime schedule, and the incredibly strong performance of our hit freshman series," Mike Shaw, president of sales and marketing for the ABC Television Network, said in a statement announcing the upfront sales figures. "And the good news doesn't end at prime. We're also seeing strength in our other dayparts such as news, daytime and early morning."
ABC also said it anticipates an increase in revenue from the "scatter" market, which is ad time sold on an as-needed basis during the television season.
"Historically, in the last 12 out of 13 years, the scatter marketplace for all networks has seen increases over upfront pricing, so having the right inventory to sell in scatter can give you a strategic advantage," Mr. Shaw said.
ABC ended the 2004-05 television season up 12% in total viewers, up 16% in the key 18 to 49 demographic and up 15% among adults aged 18 to 34.
Rival networks Viacom's CBS and News Corp.'s Fox aren't expected to post gains as great as ABC's, while General Electric's NBC is expected to see a decline, hurt by a ratings slump.
Write to Janet Whitman at janet.whitman@dowjones.com
