Upfronts 2013: Fox's LaTorre Predicts $10B Upfront for Cable

Bullish forecast as FX announces new channels

By Jon Lafayette -- Broadcasting & Cable, 3/28/2013 11:47:18 AM

Complete Coverage: Upfronts 2013

Lou LaTorre, president of ad sales for the Fox Cable Entertainment Group, is expecting a very bullish upfront and forecasts that cable spending could top $10 billion for the first time.

Speaking at the FX Networks upfront Thursday morning, LaTorre said upfront spending on cable could be $10.4 billion to $10.5 billion. In last year's upfront, cable generated $9.8 billion in spending, according to the Cabletelevision Advertising Bureau.

He said that if economic events continue to improve, spending could even go higher.

He added that he was encouraged by most of the major advertiser categories and that with FX launching its new suite of cable channels, his company should outperform the industry.