Upfront Battles Over Price Loom

May 26, 2009  •  Post A Comment

With the television industry slogging through the worst economy in decades, the broadcast networks put their best foot forward at the upfront, Television Week reports. Now the networks are braced for long negotiations with media buyers and advertisers. “I’m surprised by how normal everything felt,” TVWeek quoted one veteran buyer as saying. That buyer noted the presentations were solid and that program development for the upcoming season appeared to be more active than average. But no matter how slickly produced the new dramas appear or how funny the sitcoms are, the recession will be felt over the next few weeks—and possibly months—because, as the buyer put it, his clients expect the state of the economy to be reflected in the rates they pay for commercials.
—Greg Baumann

One Comment

  1. The Upfront Price Level Indicator is a crucial index. Everyone who relies on a salary or contract in the creation, production, marketing, and distribution of creative content must keep their eyes on the upfront market, because this the guarantor of their paycheck. While the spot market brings in some revenue on a distributed basis from thousands of different sources, it doesn’t pay the rent, the doctors, the government or any of the other big claimants of what we earn. Right at this moment, the upfront market is looking less healthy than it did last year at this time 🙁
    Rich Reader

Leave a Reply to Rich Reader Cancel Reply

Email (will not be published)