Join us Oct. 26-28 in Newport Beach for the Digiday Media Buying Summit
TV advertising’s 60-year-old upfront model may be all but inextinguishable. It’s in the midst of an overhaul but is unlikely to be abolished.
For years — and especially over the past three years — the end of the upfront, as TV ad industry observers’ favored forecast, has been rivaled only by the divining of Netflix’s entry into advertising. Well, now that the latter has happened, surely the former isn’t far off. Erm, probably not.
Despite the financial confines of the upfront’s year-long commitments, TV ad buyers and sellers continue to seek economic comfort in the upfront model’s revenue guarantees and pricing assurance, as broken down in the video below.
More in Future of TV
Future of TV Briefing: TikTok Shop success = small creators + more videos
This week’s Future of TV Briefing looks at how “more videos from smaller creators” is the recipe for success on TikTok Shop.
Future of TV Briefing: Hispanic TV-and-streaming viewership in 4 charts
This week’s Future of TV Briefing looks at how Hispanic audiences spend their time between traditional TV and streaming.
Future of TV Briefing: TV ad industry’s measurement currency frustrations hit (another) boiling point
This week’s Future of TV Briefing looks at a new task force being formed by the Coalition for Innovative Media Measurement to tackle the TV ad industry’s measurement currency conundrum.