Just days ahead of the annual TV upfronts, when the big four U.S. networks unveil their fall prime-time lineups, CBS Chief Executive Leslie Moonves can hardly contain his enthusiasm. Speaking to analysts about the company’s quarterly profits, Moonves took a moment to share his thoughts on the upfronts — arguably the most important period for TV executives – given that some $9 billion in advertising deals will be signed in the weeks following the presentations.

Moonves cautioned that he was hesitant to make predictions — but then said:

“We do expect it to be up. We are bullish about how we’re looking at the upfront marketplace and every indication says it is going to be a strong upfront. And I think we could look forward to that.”

One reason for his optimism – the quality of pilot episodes he has seen, he said. 

“I usually don’t talk about these things at this stage of the game, but I have watched a lot of pilots in the last few weeks and what I am seeing is very exciting, very daring, and we’re going to surprise some people in a really good way.”  

Another reason: he expects that advertising deals will soon be structured to include viewers who watch programs on digital video recorders like TiVo after their initial broadcast. Moonves said about 7 percent of the 18-to-49 year-old audience is not currently being counted by advertisers since ratings don’t measure DVR viewership. 

“That is a big chunk of the viewing pie,” said Moonves. “This year coming up, those people will be counted and we will be paid for them. For the first time, I am confident we will get paid for DVR viewing in this year’s upfront, turning a current problem into a big and ongoing asset. That’s 7 percent that will go right back into our numbers.”

(Photo: Reuters File)