NBCU CEO Sees Robust Demand in Upfront, but Offers No Details on Volume

The CEO of NBCUniversal said the company enjoyed robust demand in the TV industry’s upfront market, but offered no tangible detains on volume or pricing to help bolster his case.

“It was the strongest upfront I think probably in the history of NBCUniversal,” said Jeff Shell, NBCU’s CEO, speaking during an investor conference with Credit Suisse Monday. “We saw results in this upfront far beyond what we thought we’d see. Demand was extremely strong.” He attributed that dynamic to an increase in demand from advertisers eager to ramp up sales as the nation emerges from the coronavirus pandemic as the TV networks’ supply of ratings continues to diminish as viewers migrate to streaming services.

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