CBS Boss Predicts Ad Rate Rises at US Upfront

15 April 2004

US television network CBS expects a strong performance in next month's upfront ad-buying season, according to chairman/ceo Leslie Moonves.

Moonves this week predicted "double-digit" percentage hikes in ad rates at the Viacom unit, despite recent signs marketers are unwilling to pay more for broadcast television airtime [WAMN: 25-Mar-04].

The CBS boss expects the network to benefit from its healthy ratings and stable programming line-up, as well as its strong showing in the 35-54 age group. He argues that advertisers should focus less on the 18-34 demographic and embrace older viewers.

In addition, Moonves and his colleagues dismissed the threat from cable television, arguing that no cable network has matched CBS's growth in audience share over the last year.

Data sourced from:; additional content by WARC staff