Media Buying Briefing: The upfront isn’t moving along for a few surprising reasons

For most of the last 50 years since the upfront was an integral part of marketers’ plans to advertise on TV, the buying bonanza usually wrapped up business between TV sellers and buyers before the July Fourth break. That is definitely not the case this year, for a few reasons. 

According to three heads of investment at major agency groups, the multi-billion dollar marketplace is being slowed down for three reasons: its increasing complexity, discrepancies with Nielsen’s latest ratings system, and lingering confusion over which agency is responsible for upfront negotiations with clients that have recently moved their business from one holdco to another.

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