The just-concluded broadcast upfront secured higher volume and solid price increases for the big networks, solidifying the impression that advertisers’ fondness for Big TV is alive and well, reports Brian Steinberg in Advertising Age.
But does the estimated $8.8 billion to $9.3 billion haul–up from last year’s $8.1 billion to $8.7 billion–mean all is well in TV land? Not necessarily, Steinberg writes. But it’s definitely a step in the right direction.
“This year’s upfront, where TV outlets sold the bulk of their ad inventory for the coming season, won’t put to rest the nagging question about advertisers and their fickle devotion to the TV set,” the piece reports. “After all, this year’s projected commitment tally still doesn’t match the broadcast networks’ 2004 hallmark of $9.5 billion.
“Whether that suggest marketers have permanently shifted a chunk of their ad outlays to digital devices, social media outlets and other emerging media — or are just continuing to hold back in a stutter-step economy — remains to be determined.”