Primetime TV Sees Ad Dollars Fall in Upfront for Second Year, but Streaming Lends Boost
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variety.comBrian Steinberg Senior TV Editor Advertisers keep yanking dollars out of what was once Madison Avenue’s most treasured media vehicle: primetime TV.
Ad commitments for the next cycle of primetime broadcast TV fell 3.5% in this year’s “upfront” market, to $9.34 billion, according to Media Dynamics Inc., while commitments for primetime on cable tumbled 4.8%, to $9.065 billion.
The diminishing dollars spotlight how the media industry is changing as more people gravitate to streaming video and other means of accessing their favorite programs, movies, news and sports events.
Meanwhile, ad commitments to streaming video hubs rose a noticeable 35.3%, hiking to $11.1 billion from $8.2 billion in the previous market.
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