Interpublic Group Plans Upfront Sessions for Media Focused on Black Consumers (EXCLUSIVE)
Brian Steinberg, provided by
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TV companies have found a way to get an early crack at Madison Avenue billions. Now one of the nation’s biggest media buyers hopes to do the same for media businesses focused on Black consumers.
Each Spring, the nation’s biggest TV companies work for millions of dollars as part of a process known as the “upfront.” Now, Interpublic Group’s large IPG Mediabrands unit will during the week of March 15 kick off what it calls an “Equity Upfront” — a different version of the big sales sessions that help set up advance ad deals for TV and digital media — that seeks to match Black-owned media as well as media outlets that aim for Black audiences with some of the company’s clients.