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IM: Single-digit rise in upfront - Broadcasting & Cable

IM: Single-digit rise in upfront

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Media buyer Initiative Media Worldwide predicted that the 2003-04 upfront-market ad
volume "will be up, but the question is how much."

As is often the case when buyers and sellers estimate the media outlook, IM
differs with some network estimates, saying growth "will most likely fall in the
mid-single-digit range" versus the networks' double-digit predictions.

IM concurred with the sellers that "some scatter money will move into upfront,"
with those clients hoping to avoid the hefty post-upfront rate hikes of this
season.

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