What the Early Upfront Sales Say About This Year’s Ad Market

Jun 9, 2017  •  Post A Comment

The upfront ad sales market is beginning to move, with advance commitments being secured by CBS, Turner, Viacom and Discovery, Brian Steinberg reports in Variety. Although it’s still too early to determine the general trend, the report notes that the early haggling “suggests advertisers may have more leverage this year than in 2016, when big consumer-products companies like Procter & Gamble moved ad dollars that had previously been earmarked for digital media back into TV.

Citing media buying executives and others who are familiar with the negotiations, Steinberg reports that buyers appear more wary this year about the migration of eyeballs from TV to streaming video and mobile devices.

“While the networks are pressing for CPM hikes of 8% to 9%, buyers say they are holding firm against the request,” Steinberg writes.

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