In the middle of television’s upfront season, one veteran ad exec says this year’s upfront should be a good one for TV — and he offers five reasons.
Writing in MediaPost’s MediaInsider, Simulmedia founder and CEO Dave Morgan says one reason is simply that there’s still an upfront, after pundits have been predicting its demise for years and calling it a “horse and buggy” process in a digital world. Morgan calls the upfront a “futures market,” noting that there’s more demand for TV advertising than there is inventory.
Another reason is what might be considered a silver lining as TV companies shed viewers: Audience losses fuel scarcity, Morgan notes.
His other points include:
- TV company mergers create even more uncertainty for buyers.
- TV doesn’t have fraud issues.
- Many brands believe that they over-pivoted to digital.
We encourage readers to click on the link above to MediaPost to read Morgan’s supporting arguments.