Was last year’s robust upfront an aberration? Driven in part by an uncertain economy, is the pendulum swinging back in the other direction -- and, in the process, threatening to slit a few
marketers’ throats? Pretty much, according to Kris Magel, EVP and Director of National Broadcast at Initiative.
On a morning panel at Media Magazine’s Outfront conference, Magel
said he is expecting TV growth be about half of what it was last year. “We’re looking at a much more moderate TV Upfront,” Magel said.
Not so, according to Donna Speciale,
President, Turner Entertainment & Young Adult Ad Sales.
“The marketplace isn’t any different,” said says. “There’s a lot more scatter money that went into the
upfront … We are in a really, really good place.”
No so much so, reasoned Mike Rosen, President of Activation at Starcom USA. “As you look back, we paid a little to much --
a few points to much,” he said.
Yet, “In general, we always over-price,” noted Mel Berning, EVP of Ad Sales at A & E Television Networks. That said, “I
wouldn’t expect it to be as weak as some people,” Berning added, leaning in the direction of Initiative’s Magel.