A general theme at this year's ABC upfront presentation was "what a difference a year makes." Turns out that difference is about 30 percent.

ABC said Tuesday (May 31) that it expects to sell about $2.1 billion worth of ad time for its entertainment programming in the 2005-06 season, an increase of a little more than 30 percent over its upfront sales last year. The network will add about $600 million from its prime-time sports sales, which include ABC's final season of "Monday Night Football," the NBA and college football bowl games.

The $2.1 billion ABC expects for its entertainment programming this year equals the network's full haul, including sports, at last year's upfronts.

"Clients responded very positively to our new prime-time schedule, and the incredibly strong performance of our hit freshman series," says Mike Shaw, president of sales and marketing at ABC. "And the good news doesn't end at prime. We're also seeing strength in our other dayparts such as news, daytime and early morning."

The boost in ad sales follows ABC's resurgence in the ratings in 2004-05, led by the freshman trio of "Desperate Housewives," "Grey's Anatomy" and "Lost." The network rebounded from a dismal 2003-04 season to finish this year in second place (trailing CBS) in total viewers and a competitive third (behind FOX and CBS) in adults 18-49, the demographic sweet spot for advertisers.

ABC will get a further revenue boost from selling ads for the Super Bowl, which it will broadcast in February 2006. That potential revenue isn't included in the $600 million in upfront sports sales.

Most of the other broadcast networks have begun their upfront sales in earnest as well, and the market should wrap up in the next couple of weeks. The total from upfront sales is expected to be on par with last year's $9 billion-plus take.