The prime time upfront market is heating up with modest cost-per-thousand increases, but total dollars are expected to fall flat or slightly short last year's $3.6 billion.
If the prime time market does not hit $3.6 billion, it would be the third time since 1989 that it has fallen below the previous year's level. An ABC spokesman predicted that the total market would add up to $3.6 billion, while an NBC executive believes upfront revenues will reach $3.4 billion.
More than $2 billion has already been spent on prime time inventory, according to some estimates. But the market is not expected to close until mid-August, as advertisers are taking a closer look at …
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