Cable nets get jump on upfront; GM, CNN among early deals.(News)

Advertising Age, May, 2004

Byline: WAYNE FRIEDMAN

On the eve of the broadcast network upfront, the upfront ad sales process has begun-for cable.

A handful of top cable networks have started to ink pre-upfront deals, totaling about $100 million, according to media buying and selling executives. While one media agency executive said the amount of early cable ad dollars is "insignificant'' considering that cable networks took in $5.2 billion overall during last year's upfront, the timing of the deals is noteworthy. Traditionally, nearly all cable upfront ad deals occur after the broadcast networks ink their deals and after broadcast networks present prime-time programming schedules to advertisers. Network presentations start May 17.

Auto and fast food

The early...

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