Deals being made in the upfront market typically include space on network Web sites, where fans of programs, including
"Desperate Housewives," can watch any episodes they may have missed on air. And the deals also factor in Nielsen ratings for shows played back on digital video recorders, along with ratings of
audience size for commercials.
"The reality of the consumer marketplace is that people are watching television differently, and everyone has to face that fact," says Tim Spengler, chief activation officer at Initiative in New York. As a result, advertisers indicate they will accept rate increases and the total amount of money they put into the upfront market may rise for the first time in three years.
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