Fox Wrapping Upfront Sales With Lower Volume As Cable Starts To Move

News Corp.’s Fox network expects to complete its upfront sales effort with volume about 10% lower than it was in 2012, according to a person familiar with the situation, the result of ratings declines at the network as its flagship property, “American Idol” starts to show signs of wear.

The network saw healthy demand, this person said, but has fewer ratings points to sell. Fox expects to secure ad commitments totaling between $1.78 billion and $1.79 billion, according to a this person. Fox was able to negotiate deals with an increase in the cost of reaching 1,000 people – a measure used in these talks known as a Cpm – between 5% and 7%, according to this person as well as several ad-buying executives. In 2012, Fox secured ad commitments totaling between $1.98 billion and $1.99 billion, with CPMs increasing between 7% and 9%.

Fox’s performance is indicative of advertiser attitudes in this year’s upfront, during which the nation’s big
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