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TV’s Upfront Ad-Sales Talks Start to Heat Up, With Some ‘Rollbacks’ Expected
Discussions around TV's 'upfront' are starting to simmer, with networks pressured to give pricing 'rollbacks' due to a new glut of streaming inventory
Talks between TV networks and advertisers have begun to simmer in the entertainment industry’s annual “ upfront ” marketplace, though it’s not clear if activity will immediately boil over. Some of the sector’s big media agencies have placed early focus on both Disney and NBCUniversal, according to four people with knowledge of these annual negotiations for billions in advertising deals struck between the networks and Madison Avenue. Indeed, the topic of pricing for streamers is a hot one in this year’s market, according to multiple media buyers, who have been eager to drive down what is known in the business as the cost of reaching 1,000 viewers, a measure known as a CPM that is central to these talks.
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