The Wall Street Journal reports that TV networks are bracing for a bleak upfront market, when they will sell the majority of their ad inventory for the coming season. Advance purchases of air time forecast to fall 7% amid migration to digital platforms. WSJ subscribers can read the full story here.
As TV networks head into the annual upfront ad-selling season, ESPN is trying to convince marketers that the key to effective ads is getting in front of viewers across all their devices. New research from the ESPN Lab found that combining TV commercials with digital video ads can increase awareness and, perhaps most importantly, a consumer’s intent to purchase.
The upfront season has begun. Last week Cartoon Network became the first channel to make its pitch to media buyers and advertisers, presenting its plans for the coming year in hopes of drawing commitments for ad dollars when the upfront sales season breaks in late spring. Over the next two months, dozens of other networks will make their cases.