COMMENTARY BY HELEN GILES
How The Upfront Is Changing For Buyers
TV viewing is changing, and so is TV advertising. Those changes will have a big impact on media buyers during this year’s upfront. Ratings for the broadcast networks have been on the decline for quite some time, but it’s become clear that people are not watching less video. Helen Giles, director of national broadcast and video integration at Lowe Campbell Ewald, talks about the shifting TV landscape, why TV advertising has hit a recent slowdown and whether there are any “must-have” broadcast shows left.
