U.S. Upfronts – great outlook!

  • Advertisers will increase their upfront spending by 7.6% this year to nearly $19.9 billion.
  • As Modus Direct participated in the Network Upfronts last week, there were some key takeaways.
    • PRIMETIME IS ANYTIME. More focus this year on the network portfolios than primetime programming – head of sales for WarnerMedia stating “IP is the new Primetime”
    • DIVERSITY AND INCLUSION. All major networks focused on the importance of diverse casts, storytellers, producers as well as all inclusive themes in programming. We are seeing this as a theme across client creative as well.
    • Media companies are no longer in the business of selling TV commercials. They are in the audience delivery business.
      • 91.6 million people watched the Super Bowl on CBS linear while only 5.7 million streamed.
      • Linear provides audience delivery volume at a lower cost. CTV/OTT offers unparalleled targeting at a higher cost. Combined they provide optimal reach and ROI.
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