Broadcast viewership is up. Advertising demand is down. These are positives for current advertisers right?
Not necessarily. More than ever, advertisers and their agencies need to be vigilant regarding pacing of their buy delivery. If buys aren’t closely stewarded, advertisers could find themselves receiving more than they want now and less than they want later.
Current circumstances present an opportunity for TV networks to skew or “overdeliver” buys in the short-term, at the expense of the long-term. Increased ratings coupled with less advertising activity gives networks a larger pool to monetize. Since most TV buys are guaranteed over multiple quarters, overdelivery now leads to underdelivery later. This reinforces the importance of regular buy delivery monitoring and verification. TV buys must be managed closely to ensure advertisers receive what they pay for in the way they, not the Networks, intended.