By Brian Steinberg Senior TV Editor TV networks have some news for Madison Avenue: TV ads still cost money, even amid a pandemic.
The nation’s big media companies are trying to resist great pressure from advertisers and media buyers to take severe cutbacks in ad rates in early talks as part of the industry’s annual “upfront” advertising market, according to three executives familiar with discussions.
Their pushback suggests owners of networks like CBS, NBC, ABC and Fox are betting that a return of favorite TV elements like sports will draw new interest from sponsors and generate more demand for TV commercials – and potentially help them avoid capitulating to the most onerous demands.
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