Despite dwindling ratings, CPM increases and intense demand for TV ad time, the upfront proceeded in relatively smooth fashion. And yet, some players are renewing their calls for an updated approach to one of advertising’s biggest markets.
SMG will continue to support Comcast Cable and add the NBCUniversal theme parks to its portfolio. Maxus will support NBCUniversal’s domestic properties, while GroupM’s MediaCom will continue to represent the company’s media interests outside the U.S.
The agency business has come back to life, with U.S. revenue growing to $30.4 billion as the domestic market led a 2010 worldwide rebound in advertising and marketing services. The standout performer: digital marketing, which accounted for 28% of U.S. agency revenue.