Media buyers are saying the upcoming upfront ad sales period is shaping up to be another difficult one for TV networks.
B&C talked with a number of top buyers, and concluded: “After years of being forced to pay higher prices for smaller audiences, buyers say the TV market has softened as viewers seek out more programming from more outlets and watch when they want to on a growing variety of devices — creating new places for ads.”
Clients, the buyers say, are able to be more flexible now, and are often willing to wait until the last minute to make deals.
“The buyers are thrilled about the cornucopia of programming from which they get to pick. While hit shows will always be in demand, it seems like there will be fewer shortages of must-see TV, giving them options that reduce any individual programmer’s leverage,” B&C reports.
Please click on the link near the top of this story to see B&C’s roundup of quotes from buyers responsible for billions of dollars in ad spending.