At some point, the majority of ad dollars committed in the upfront may be earmarked for streaming. Will this be that year? Probably not, according to agency executives. 'It's definitely going to increase in share. I think, though, it's probably still going to be less than 50%,' said one agency executive.
The reason for that is twofold. First, traditional TV still has a hold on many advertisers, especially those looking to lock up sports inventory and/or those who have been transacting in the upfront for years, if not decades, and enjoy legacy pricing. Second, streaming inventory is pretty easily available outside the confines of an upfront commitment.
Now, if Disney notches a significant uptick in streaming's share this year, then perhaps next year could be the year.
The top-tier streaming ad sellers have been pitching CPMs in the $30 to $40 range. With streaming ad supply outpacing advertiser demand, ad buyers are hoping to see those pric
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