‘The rules of engagement are changed’: The TV industry contemplates a changed buying process DigidaySince the early 1960s , the upfront has been a fixture of the TV business, It is an opportunity for advertisers to lock up TV networks’ finite number of ad slots for relatively low prices in exchange for committing to spend an agreed-upon amount of money with the networks over the following year, year after year.The Association of National Advertisers and the American Association of Advertising Agencies got roughly 40 brand, agency and TV network executives and even some lawyers in a midtown Manhattan board room, and the group spent five hours figuring out how to change the upfront, according to a MediaPost article published at the time .
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‘The rules of engagement are changed’: The TV industry contemplates a changed buying process DigidaySince the early 1960s , the upfront has been a fixture of the TV business, It is an opportunity for advertisers to lock up TV networks’ finite number of ad slots for relatively low prices in exchange for committing to spend an agreed-upon amount of money with the networks over the following year, year after year.The Association of National Advertisers and the American Association of Advertising Agencies got roughly 40 brand, agency and TV network executives and even some lawyers in a midtown Manhattan board room, and the group spent five hours figuring out how to change the upfront, according to a MediaPost article published at the time .