CBS Rakes In The Advertising Dollars

Industry analysts are predicting CSI network CBS will receive more revenue from ad buyers for the 2004-2005 season than any other television network.

CBS is tipped to sell its prime-time commerical slots for 10% more than in the 2003-2004 season, Reuters reported. Its chief rival, NBC, reportedly sold its ad time for 8% more than last year, followed by FOX with 7%. "CBS had a very strong year and they have a lower cost basis," a media buyer told the news agency. "They were clearly on track to ask for the largest cost increases."

In May each year the major television networks present their fall line-ups to advertising buyers in order to entice them to purchase advertising time during their programs. CBS's already strong line-up will be augmented next season by CSI: New York, which is widely seen to be as close to a "sure thing" as there is in the industry, the Rob Lowe-starrer dr. vegas and the new edition of Survivor.

Last year, CBS received $2.2 billion in upfront advertising sales, and despite the overall "flat" market this year, the network is expected to make gains on that figure. Its negotiations with media buyers are expected to be completed by next week. "Fox and CBS are the closest to being done," a buyer told Reuters.

NBC reportedly had a slower start this year, with key programs such as Friends and Frasier having concluded their runs. The network's Thursday-night schedule has been the subject of much industry discussion, with CBS's combination of Survivor, CSI and Without a Trace becoming stronger each year. But with The Apprentice and Friends' spin-off Joey attracting plenty of advertiser interest, NBC will continue to pose a challenge to CBS.

The original article can be found here at Yahoo! News.

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