Ad Age

Broadcast Upfront Could Be Done by Monday’s July 4th Holiday — Depending on How One Defines ‘Done’

Jul 1, 2016  •  Post A Comment

Two more broadcast networks have been added to the “effectively done” category as this year’s broadcast upfront is rapidly winding down. Ad Age reports that Fox and ABC have effectively signed off on the last of their upfront ad commitments, joining CBS and the CW in that category.

The report says the upfront could close before the Fourth of July holiday.

“It took a little while for the negotiations to heat up,” Ad Age notes, “but with just hours to go before buyers and sellers begin their annual star-spangled exodus to the far-flung beaches of the Hamptons, Montauk and the Jersey Shore, the 2016-17 broadcast upfront is, for all practical purposes, a wrap. Well, at least for three of the Big Four networks, anyway.”

The report notes that declaring the end of the upfront tends to require some fuzzy definitions.

“Are the networks done with their upfront deals? That depends upon what the meaning of the word ‘done’ is,” Ad Age reports. “Qualifiers abound: Sellers say they are ‘pretty much’ done or ‘directionally’ done, which is another way of saying they’re, um, not quite done. This isn’t a Butterball turkey — there is no pop-up thermometer to indicate when the bird’s good and cooked — so what we’re left with is a sort of mushy imprecision, a $9 billion cloud of unknowing that will only truly dissipate when the first quarter earnings reports drop in the spring.”

We encourage readers to click on the link to Ad Age near the top of this story to read the publication’s full analysis.

Your Comment

Email (will not be published)