‘Reversing’ the Upfront

May 11, 2009  •  Post A Comment

Unilever has been “reversing” the upfront by presenting its brand plans to media outlets and having them develop media and content deals tailored to the company, Advertising Age reports. The rest of the upfront market could be down as much as 20%, the trade magazine says. Ad Age also asks a roundtable of buyers and sellers what’s wrong with national TV buying.
—Jon Lafayette

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