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TV Networks Fight for Fewer Dollars in Upfront Amid Big Streaming ‘Rollbacks’
Big media companies are facing significant headwinds in the industry's current "upfront" market, with advertisers pulling back on commitments
The nation’s big media companies are facing significant headwinds in the industry’s current “ upfront ” market, when TV networks try to sell the bulk of their commercial inventory for their next cycle of programming. Advertisers are pulling back on the amount of money they wish to commit to TV overall, according to five executives with knowledge of recent discussions, and they are in many cases pressing the networks for significant “rollbacks” on rates, particularly for streaming inventory that is supposed to represent the future of the medium. Advertisers have been able to snatch up streaming ad inventory and linear commercial time in deals that call for what is known as “rollbacks,” or reductions in CPMs, a measure of the cost of reaching 1,000 viewers that is central in these annual discussions between TV networks and Madison Avenue.
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