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Amazon Wields New Influence in TV’s Upfront Sales Haggle Through Massive Media Account Review
Amazon shakes up TV's upfront ad sales market with an account review that has top agencies vying for its business as they wrangle deals for clients.
TV networks were signaled earlier this summer by top media buyers that a timely opportunity to deepen business relationships with Amazon might slow down the industry’s annual ad sales negotiations process, according to eight people familiar with this year’s upfront talks. Their movie studios spend millions on ads and trailers that push consumers to opening weekends and their TV networks often mine new territory with clever “tune in” campaigns that place commercial messages about new series on supermarket freezer doors or even on deli-counter wrapping paper. There have been occasions in past upfronts where a media company might press one of the buying agencies with which it deals to bring more dollars to negotiations if it wants to keep a lucrative or prestigious movie or TV network account, according to people familiar with the business.
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