/// Let the Games Begin

February 29, 2012  |  Media Week

Les Moonves on Wednesday told investors that CBS is gearing up for another lucrative upfront market, predicting that the top-rated broadcast network will land double-digit pricing increases versus its already high 2011-12 rates. Speaking at the Deutsche Bank 20th Annual Media and Telecom Conference, a Moonves gently chided analyst Doug Mitchelson, who suggested that CBS’ elevated GRPs had led to a decline in first quarter scatter pricing. “You spoke to the [media buyers] first, which is always the wrong thing to do, because they always lowball you,” Moonves said. “We’re going to get double digit increases in the upfront. There you have it—let the games begin.” In the absence of

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