Upfronts Back In Front
Streaming dollars are becoming a key part of upfront negotiations as the market bounces back after a tough 2020. Last year, uncertainty reigned. Sports were on pause and marketers wanted flexibility. But this year, the market is on the rebound and inventory is scarce. Marketers with older target audiences (think pharma) will continue to spend big on linear TV, but marketers whose products appeal to younger audiences will largely opt for streaming. It’s going to cost them, though. Longtime TV advertisers with grandfathered-in pricing discounts can’t get the same discounted rates for streaming ads, according to buyers interviewed by The Wall Street Journal.