The article discusses the evolution of Upfront Week and the subsequent negotiations for TV and streaming ad sales, emphasizing that the landscape has shifted to an always-on marketplace. David Campanelli from Horizon Media highlights the importance of pre-Upfront discussions in establishing the groundwork for pricing negotiations that follow. Key considerations this year include the adjustments in streaming ad prices post-rollbacks, sports inventory pricing, and the impact of Nielsen's transition to its big data measurement system. Overall, the forecast for upfront spending indicates a trend similar to last year, which may remain negative.
Upfront negotiations have shifted from a traditional mad scramble to a more nuanced and ongoing marketplace, with established groundwork laid before Upfront Week.
The focus is now on how much advertisers will invest in TV and streaming ads, and what that will mean for pricing discussions.
Current discussions revolve around ad pricing for streaming, the impact of Nielsen's new measurement system, and how sports inventory will be priced.
The upfront spending for this year is likely to reflect a similar trend as last year, resulting in a generally negative outlook.
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