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U.S. broadcast TV ratings slide pressures ad rates at 'upfronts'

U.S. broadcast networks head into their biggest ad-selling season this week, competing with streaming services like Netflix, battling online players for ad dollars, and fending off hits starring zombies and duck hunters on cable.The increased competition will force ABC, CBS, Fox and NBC to settle for their lowest average rate hikes in three years during the "upfront" selling season, Wall Street analysts say.During the upfronts, networks preview shows for their fall schedules, trying to persuade advertisers to buy billions of dollars worth of commercial time in advance.The broadcasters still command premium ad prices because they reach an audience that is far bigger than the viewership of any single cable channel. Upfront rates likely will rise by 6 percent on average, as the broadcasters book about $9 billion worth of ad inventory during the upfronts, Barclays Capital estimates.While 6 percent is well ahead of the 1.3 percent annual inflation rate, it is lower than the rich gains netwo...

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