Ad commitments for primetime broadcast TV fell 3%, to $9.595 billion, compared with $9.91 billion in last year’s market, according to Media Dynamics Inc., an advertising consultancy that tracks the upfront, when U.S. TV networks try to sell the bulk of their commercial inventory for their next programming cycle. Cable TV saw even worse erosion, with advertisers committing $9.52 billion for primetime TV, down 7% compared to the $10.23 billion in commitments secured last year.
No Sure Bets In Nets’ Fall Offerings At 10 P.M.
Most new shows slated for next season’s 10 p.m. time slot (9 p.m. CT) — crucial to affiliates because they lead into their late newscasts — are characterized as “risky” and “iffy.” Returning shows are “lackluster” or, at best, “modest,” say TV programming observers. Diciest of all may be NBC’s Best Time Ever with Neil Patrick Harris, a live variety show.
