Cable TV nets peddle online in the upfront; Broadband deals hot; carry similar CPM to TV.(News)(Brief Article)

Advertising Age | June 6, 2005 | Copyright

Byline: ABBEY KLAASSEN and KRIS OSER

Cable networks are jumping on the broadband bandwagon, aggressively expanding their online video presence and selling that inventory in the upfront-often for more than their TV spots.

ESPN, Scripps Networks and MTV, along with major Internet portals, are all selling online video in the upfront market, banking on the fact that advertisers have allocated dollars for broadband and know online video inventory is scarce. With broadband penetration expected to reach 60% by the end of the year, advertisers clearly feel they have ...

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