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variety.com

06.07.2021 / 18:01

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TV’s ‘Historic’ Upfront Secret: Primetime TV Sees Exodus of Ad Dollars

Brian Steinberg Senior TV EditorViacomCBS CEO Bob Bakish in early June predicted this year’s upfront ad-sales session would be “off the hook” for his company, and, in general, the media industry. And it was — but perhaps not in the way many executives would like.Big entertainment conglomerates ranging from WarnerMedia to NBCUniversal have called this year’s haggle with Madison Avenue “historic” and “extremely strong,” because TV networks have managed to secure record increases in ad rates.

Bob Bakish Brian Steinberg-Senior Ad Dollars audience 2020 Fox

Streaming Wars Could Shake Up TV’s Ad Dollars

Brian Steinberg Senior TV EditorDonna Speciale’s recent return to the business of selling TV advertising might be the most obvious hint that Madison Avenue is eager to get back to normal after a year of coronavirus chaos. Too bad that won’t be possible.Speciale is a veteran ad executive with hard-won experience on both sides of the bargaining table.

Brian Steinberg-Senior Ad Dollars Coronavirus show president

Roku Makes Aggressive Bid to Take TV’s Ad Dollars

Brian Steinberg Senior TV EditorJust as TV networks are starting to see new opportunities to snare much-needed ad cash, their digital competitors are going after the money as well.Roku, the popular streaming-video interface, will on June 22 kick off a series of presentations to advertisers from digital companies known as the “NewFronts.” In a more typical year, the “NewFronts” take place before a series of “upfronts,” or Madison Avenue showcases from TV networks. Like TV’s “upfront” showcases, the “NewFronts” had to be scrapped and retooled for a pandemic-tossed era in which advertisers and executives can’t convene.In a normal time, the digital players would have made their pitch before the TV networks.

Brian Steinberg-Senior Ad Dollars president Fox

Ad Dollars: Last News

Digital Surge Propels Global Ad Market To Nearly 6% Rebound From 2022 Levels, GroupM Estimates; Nearly Half Of TV Ad Dollars Have Shifted To Streaming

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