Inside TV’s Terrible, Horrible, No Good, Very Bad Upfront
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variety.comBrian Steinberg Senior TV EditorDepending on who is doing the talking, TV’s 2020 “upfront” market was absolutely horrendous or merely awful.Advance advertising commitments for the next year of TV could be down as much as 15% to 20%, according to six media executives and ad buyers familiar with parts of the industry’s annual negotiations for commercial support for its next programming cycle.
The projected shortfall takes place after a slew of regular TV sponsors were crippled by the coronavirus pandemic, and the TV networks’ ability to showcase original content was severely hurt by scuttled and delayed productions.More concerning, perhaps: some of the drops in advertising outlays could become permanent, as advertisers scramble to get.
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