While he said it’s unlikely Madison Avenue will be able to actually negotiate a “performance†based or ROI oriented upfront currency this year, he said agencies could at least start that conversation before they “plunk down $9 billion†in the network prime-time upfront again.
GroupM’s Irwin Gotlieb countered that an ROI currency is the wrong model for the upfront, because there are far too many variables â€" things like “creative â€" to account for that the networks cannot actually control.
“It’s not about bashing the networks,†Gotlieb said, adding that the key is really understanding where the “waste†is, and “cutting it out significantly.â€