Some high-rated off network comedies, notably Warner Bros.’ The Big Bang Theory and Two and a Half Men, are also up by mid- to high-single-digit percentages. Meantime, syndication’s new crop of daytime talk shows, led in pricing by Disney-ABC’s Katie, are also selling well, according to media buyers.
The syndication upfront selling is in full swing, according to media buyers and syndicators, with major deals wrapping up last night and this morning.
Cost-per-thousands (CPMs) in the annual ad market are up by about 8% over last year for syndicated TV’s most in-demand shows like CBS’s Dr. Phil, Sony’s Dr. Oz and Warner Bros.’ Ellen.
Some high-rated off-network comedies, notably Warner Bros.’ The Big Bang Theory and Two and a Half Men, are also up by mid- to high-single-digit percentages.
Meantime, syndication’s new crop of daytime talk shows, led in pricing by Disney-ABC’s Katie, are also selling well, according to media buyers. Katie is commanding CPMs in line with syndication’s highest rated daytime programs.
Beyond the top-tier shows, syndication has an abundance of commercial inventory on lower rated programs. That over-supply dashes any sense of urgency to snap up spots.
CPMs for such shows are ranging from just better than flat to low single digits. A full accounting of the syndication upfront will not be possible until all those deals dribble in.
The syndication upfront is expected to increase 7.5%, to just under $2.9 billion, according to one analyst, Miller Tabak’s David Joyce.
The syndication upfront for top-rated shows is moving right alongside the network primetime upfront. The broadcast networks are fetching CPM increases in the 5% to 7% range, and higher for CBS, according to one media analyst.
The cable upfront for top-rated networks is also well underway.
A few weeks ago, Barclays Capital analyst Anthony DiClemente projected that dollar volume in the network TV upfront would increase 4.3% over last year, to $9.49 billion. He’s projecting that cable TV will be up 6.3%, to $9.88 billion.