There’s no official start to the TV and streaming advertising upfront marketplace (there’s not necessarily an end either). But this week’s presentations by major TV networks and streaming services serve as the unofficial kickoff to the annual haggling cycle.
And this year’s cycle is likely to be a long one – and potentially a bit of an adjustment to how buyers and sellers do business in the upfront.
“In general, we are much more behind this year in terms of just client readiness to commit dollars pretty much across the board,” said an executive at a major agency holding company last week. “By this time in previous years, we’ve had a pretty clear sense of what approved budgets will be. We’re probably at like maybe 50% of our budgets are pretty visible and understood at this time.”
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