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TV Faces Tumult in Upfronts, With Advertisers Making New Push for ‘Rollbacks’
TV networks will be asked for 'rollbacks' on pricing for ad deals in the 2024 upfront, a sign of decreased leverage in the annual Madison Avenue talks
But calls to pull them back are expected to be widespread, except in talks focused on live sports, which continue to generate sizable crowds all watching at once – an advertiser’s dream. In recent days, video giants ranging from NBCU to Paramount to Amazon haven been sounding bells and whistles, including new audience measurement-technologies or interactive ads that let viewers shop for the products being shown on screen. Pharmaceutical advertisers, goosed by intense interest in weight-loss drugs like Ozempic and Wegovy, are likely to increase their spending, even on traditional TV, where they are likely to hit the older consumers who will want to hear about such medicines and their possible side effects.
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