|Title:||United States broadcast and cable television advertising upfront revenue in dollars for the seasons 2005 to 2006 through 2009 to 2010|
Start of full article - but without data
2005-XX $X.X Billion $X.X Billion 2006-XX $X.X Billion $X.X Billion 2007-XX $X.X Billion $X.X Billion 2008-XX $X.X Billion $X.X Billion 2009-XX $X.X Billion $X.X Billion
Source: CAB, Adweek
Note: Table made from line graph
ANYONE LOOKING FOR evidence that the TV ad sales marketplace is back in pre-Great Recession form need look no further than the nearest hors d'oeuvres tray.
A year ago, the average upfront soiree was an exercise in wartime austerity. In place of jumbo shrimp cocktail, hacks were invited to nosh on a slurry of chilled Sea-Monkeys in ketchup. Even the most resourceful junior buyer soon learned that the closest thing to a free meal was the garnish on a watered-down drink.
My fellow Americans, our long national nightmare is over. Although only a handful of cable networks have unveiled their 2011-XX programming slates, early returns strongly support the theory of trickle-down swagonomics. MTV's Feb. X event was as bibulous as any recent episode of Jersey Shore, and the unsolicited packages stuffed with geegaws and tchotchkes have begun to pile up in media mailrooms.
Cable will proceed with its merry round of breakfasts, luncheons and the odd sbowstopper-Syfy's upfront could well be the only presentation that ends when an aerialist dressed like a goblin falls XX feet into a table of Geico reps-but May is when things get serious. CBS is booking scatter inventory at a XX premium versus its 2010-XX upfront rates and ARC is enjoying rate increases in excess of XX percent.
"If you held back in last year's upfront, you're paying XX, XX percent more to get back into the market," said one ad sales chief. "Given the strength of the core categories and the demand for TV in general, you put a gun to my head and I'll tell you this'll be the strongest upfront we've ever seen."
This despite the fact that last year's bazaar was the most lucrative on record for cable. According to the Cable-television Advertising Bureau, the 2010-XX upfront marked the first time cable drew even with the broadcast nets, booking $X billion in advance sales. If nothing else, that'll buy a lot of shrimp cocktail.
Jazz at Lincoln Center X:XX p.m.
No more jostling with junior buyers for caffeine and mini muffins--Nickelodeon opts for a new evening start time, trades Times Square for digs further uptown.
Gotham Hall X:XX a.m.
Although its carriage deals prohibit it from trafficking in :XXs, the Mouse does a brisk business in digital and is always on the lookout for underwriter sponsorships. Traditional marketers can place linear dollars with ad-supported Disney XD.
Foxwoods Theatre X p.m.
Syfy plans to treat buyers to a private showing of Spider-Man: Turn Off the Dark, the cursed Broadway musical that one wag called "the leading cause of death in New York." Net's confident the Spidey spectacle won't overshadow its programming slate.
The Ace Hotel Noon
Once a bastion of commercial-free indie films, IFC is looking to nab ad dollars with its slate of homegrown and acquired comedies. Porlandia's Fred Armisen will be on hand to "Put a bird on it."
Jazz at Lincoln Center X a.m.
The inaugural Hall of Game Awards drew just X.X million viewers, but Cartoon Net's first sports/kids mash-up could serve as a template for future programming. Expect an array of new animated and live-action series.
Eleven Madison Park Noon
In its annual luncheon for trade and consumer hacks, Hallmark Channel will talk up the impact Martha Stewart has had on its daytime programming block. Now that ratings have stabilized, sponsors are returning to the fold; QX ad sales dollars were up XX percent.
NBC Olympics Upfront
XX Rock TBD
While there's no official word as to what Dick Ebersol has up his sleeve, NBC Sports first developed an on-site showcase for potential Olympic partners in April 2007. This year's pitch for London 2012 will be limited to clients and is expected to run about an hour.