The kids advertising upfront is expected to move within the next few weeks, but media buyers are predicting that it will be softer--and move a bit slower--than last year, when close to $900 million
was spent at a relatively brisk pace. It's a far cry from a few years back when buyers rushed to get their ad dollars down with the networks right after the early February Toy Fair, and the upfront
usually wrapped in a day or two. Today, kids' advertisers are choosing to be more strategic in how and when they reach their target audience.
Read the whole story at Mediaweek, April 18, 2005 »
