VIDEO: Digital Encroaching on TV Upfront Ad Dollars
Our Take:
In this video, Bloomberg Intelligence’s Paul Sweeney discusses the outlook of this year’s upfront. Last year upfront spending was down about 5%, but broadcast and cable networks are “cautiously optimistic” that this year there will be some sort of increase, he says. Importantly, advertisers have more options than ever to place inventory, with online outlets taking a share of the ad dollars typically allocated to cable and broadcast networks. He also talks time-shifted viewing and Nielsen’s mobile tracking technology, which the industry has yet to rally around as the new currency.
Bloomberg Intelligence’s Paul Sweeney discusses the battle between networks and streaming services for advertising dollars. He speaks on “Bloomberg Markets.” (Source: Bloomberg)