CBS Up Front at the Upfront, ABC Fares Less Well

17 June 2004

As the networks shutter the upfront ad shop for another year, some are going home with more candy in their pockets than others [WAMN 15-Jun-04].

CBS proudly revealed its "winnings" of $2.4 billion (€2bn; £1.3bn), a gain of 8% on last year's $2.2bn. Its strong performance comes from selling 85% of primetime inventory with cost-per-thousand increases of 10%.

Sibling Viacom network UPN also saw increased revenues: 40% up from last year with upfront primetime sales of $350m.

Together, the two networks saw increased ad expenditure in retail and telecommunications, and -- for CBS –- cars and movies/DVDs.

ABC's attempt to inflate upfront total figures with sports ads sales does not hide a disappointing performance this year. It sold 5% less inventory than last year and saw CPM increases of 5%-6%, taking home a final total of $1.5-$1.6bn.

Data sourced from:; additional content by WARC staff