Upfronts: Look for Ad Prices to Keep Rising

摘要

AMID A TURBULENT MEDIA WORLD, with giant companies merging and technology taking over, the 2019 upfront is likely to look very similar to its most recent predecessors. In the face of eroding linear ratings, television remains a hot commodity with advertisers who have been burned by the lack of safety, privacy worries and underperformance of digital media. To be sure, every upfront is special. Networks and advertisers are wading deeper into the data pool, particularly as more viewing shifts to over-the-top platforms where commercials can be better targeted and even made addressable down to a specific household.