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…
Properly negotiated national TV Upfront media buys provide “outs” for advertisers to cancel up to 50% of quarterly media commitments. These “outs” represent advertisers’ best opportunity to roll back spending commitments to both save cash as well as align advertising to consumer demand. The impact of the Covid-19 pandemic has caused advertisers to seriously exercise…
There needs to be a balance struck between transparency, performance to the KPI, and performance improvement. Often found with the higher costs, such as data fees, come better performance. Although we do agree with Wayne here on the importance of receiving platform reporting, and as also expressed in our contribution to the Media Agency Compensation…
While sports and travel networks are seeing a drastic decline in ratings and advertiser dollars, both related to Covid-19, Discovery Networks may end up being a rare exception. Its relevant content, and ability to pivot, could provide much-needed Upfront buy ratings. Drop us a note to find out more… Adweek: Food, Home Focus Give Discovery…
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.…
Our advertisers have often asked us how these colossal holding companies could support all of its agencies under extremely difficult time’s given their already limited resources? It’s too early to tell the final outcome. However, this article does a terrific job illustrating our answer to them. We also believe this is just the beginning of…