NBCU Closes Record-Breaking Upfront With 'Highest Ad Sales Volume' Ever
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Another TV upfront season is winding down, and following the pattern of previous years, NBCUniversal is the first company to close its TV upfront talks.Today, the company told ADWEEK it had the “highest ad sales volume” in its history, with record sales commitments overall and its largest digital upfront.The growth was fueled by sports and live events, which included the addition of the NBA, as well as the growth of Peacock.NBCUniversal did not disclose details around total dollar volume or CPMs (cost per thousand viewers reached). This is the third consecutive year that NBCU didn’t reveal CPM details. Last year, a source said the company was “very happy” with where pricing landed after it drove “modest growth across its portfolio.” The company last disclosed its total dollar volume in 2022, when it said it had secured more than $7 billion in commitments.According to NBCUniversal, its three major February tentpole events—the Milan Cortina Olympics, Super Bowl LX, and the FIFA World Cup...