TV Faces Tumult In Upfronts, With Advertisers Making New Push For ‘Rollbacks’
Audiences may not be the only thing about TV that continues to shrink. Advertisers are expected to once again press for “rollbacks,” or declines in the rates they pay for reaching streaming and TV viewers, in early Upfront talks with TV networks, according to five media buying executives and other people familiar with these annual discussions in which U.S. media companies try to sell the bulk of their commercial inventory ahead of their next cycle of programming.
This article was originally posted on variety.com
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