What's to Come

UpFront Dance

I was listening to NPR this morning and a segment was on the Ad Dollars at Issue in TV 'Upfronts' by John Ydstie and Kim Masters where the networks roll out their new shows to the advertisers. Last year nearly $9 billion was spent by advertisers on UpFront buys with the networks. The Network's pitches are: "we have a greater reach than any other media" (i.e., more eyeballs), and "buying into our shows will give you the best chance at reaching your desired audience".

To a certain extent, this is business as usual however, there is some nervousness on the part of the Networks as to how many ad dollars will be diverted to the Web and other media. There are also the issues of accountability and use of TiVo-like devices to skip ads. Will there be a shift in dollars this year or will it continue as before? Have advertisers finally embraced other media that have better feedback mechanisms and better targeting possibilities over the traditional, "more eyeballs is better" game they've been playing for so long?

I think we'll see a nice size jump in Web advertising this year and a trickle into mobile advertising as it finds its way. The Networks will find more ways to capture ad revenue outside of their traditional venues as they gain an even more prominent place on the Web and accelerate their cross-promotion opportunities between TV and the Web.

Readers: I'd like to hear from you on this!

-Andy

posted by Andy Huckaba @ 9:22 AM