CBS lifts advertising rates
November 6, 2009
US broadcaster CBS has said it is managing to charge advertisers double the rates of a year ago for short-notice bookings, adding that it was cancelling promotions for its own shows to squeeze more ads on to the US broadcast network behind CSI and David Letterman.
Advertisers were "knocking down the door", Les Moonves, CBS chief executive, commented. The 100 per cent year-on-year rise in "scatter" pricing reflects moves by CBS and others to hold back inventory during the pre-season "upfront" advertising sales period, in the hope of stronger demand later. Scatter pricing is running 25 per cent above upfront rates, Moonves said.