Advance advertising – or upfront – sales for ABC’s broadcast network for next season have been “very slow to develop,” said Walt Disney Chief Financial Officer Thomas Staggs yesterday.
Disney-owned ABC, home to “Lost” and “Desperate Housewives,” will sell more ad time in the so-called “scatter” market than in previous years. Staggs said he was “comfortable” with the pricing for the upfronts.
Last month, the networks presented to advertisers their schedules for the season starting in September. The upfront market is about $9 billion. The remaining ad space is sold in the scatter market.
Meanwhile, News Corp.’s Fox television network said it may increase advertising rates for the fall season by as much as 3 percent from a year earlier after ratings rose. News Corp. also owns The Post.
Fox ranked first among younger viewers aged 18 to 49, the most coveted by advertisers, for a second year in the season ended in May, boosted by the ratings of shows including “American Idol.”
Fox has sold about 70 percent of its inventory, said COO Peter Chernin.