Super Bowl ads are alive and well. While the composition of advertisers may look a bit different in 2021, the demand to run TV ads in the biggest sporting event of the year has not diminished. It was widely speculated that the 2021 Super Bowl might suffer from lessened demand for ad space. Many of…
Are the recent agency layoffs having you re-think your in-house strategy? There are benefits for either, depending on your business structure. Managing in-house allows for considerable cost savings. Aside from avoiding agency fees, the advertiser will also want to be conservative with their budgets. However, the advertiser may miss out because when working with an…
The other day, MediaPost published a story titled “NBC Prime-Time Upfront Hit With Protest Preemptions”. It provided commentary on a story that originally broke on Vulture.com, which highlighted a rebellion of local network affiliates pre-empting the prime time ‘30 Rock’ reunion special. Take a look. One of Vulture’s conclusion’s hits home in the evolution of…
As the balance between linear and non-linear viewership continues to evolve, TV buy stewardship is more important than ever. Many TV deals give networks the ability to deliver a portion of the buy via their non-linear channels. With non-linear viewership growing, networks will continue to increase delivery through these formats. But is this what the…
This more significant shift into digital advertising further emphasizes the need to steward media contracts properly. Quantifying fraudulent impressions and activity that breached advertisers’ brand safety and geographic guidelines is one area to investigate. However, when advertising dollars are sparse, it’s also essential to place buys thoughtfully and keep operational concerns to a minimum. Understanding…
Earlier, I addressed opportunities for Upfront national TV advertisers to exercise available options (aka “outs”) to reduce their television spending commitments to save cash and align their advertising to consumer demand. With only an August 1, 2020 date to exercise options for October – December 2020 buys where advertisers’ Upfront deals are based on the…