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NBCUniversal Won’t Quantify Overall Ad Commitments in Upfront Market
NBCUniversal won't say if advertisers committed more 'upfront' dollars to its media properties, a sign of pressures on the 2024 market
In a different era, the success of the upfront was often determined in part by whether or not a TV network’s primetime schedule — typically the most-watched programs that win the biggest ad prices — was able to generate a bigger volume of commitments over the previous year’s market. As part of a process that goes back past the days of “Bonanza” and “The Beverly Hillbillies,” advertisers make a commitment in May or June to buy a certain amount of ad inventory come September, holiday time or at some moment in the spring. But those commitments can be yanked or reshaped depending on how shows move around on a particular network’s schedule, whether desired audiences are increasing or ebbing in digital media, or on the advertiser’s whim at several points during the length of the TV season.
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