TV Upfronts In Flux, Execs Braced For Radical Change

by Wayne Friedman , July 15, 2015

TV upfronts won’t nearly be the same in coming years.

A new study says 63% of media executives believe TV upfront and digital “newfronts” will change over the next three years, according to Active International, a worldwide corporate media bartering company.

Plus, 47% say TV upfronts will be “completely replaced” in the next three years. Sixteen percent say the upfronts and newfronts will converge into one; 37% say the current will stay the same.

Overall, 71% of media executives are “concerned” about how to most effectively deliver audience through digital media, mobile and social advertising channels, with 88% saying their technology focus this year will be on expanding their digital media offering.

Over half (52%) say their firm will measurably increase investments in programmatic technology in the second half of 2015. Some 50% say new media company deals will be driven to improve multi-channel inventory options and the quality of data and analytics for clients.

Research came from 100 interviews during April and May 2015 from C-level and senior management executives at media companies. Demographics of respondents were divided evenly between finance and marketing (50/50) and C-level and senior management (50/50).

tv, upfront

6 comments about "TV Upfronts In Flux, Execs Braced For Radical Change".

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Ed Papazian from Media Dynamics Inc, July 16, 2015 at 6:16 a.m.
I wonder what the sales execs at these "media" companies would have to say about the upfront's prospects?
Reply

Leonard Zachary from T___n__, July 16, 2015 at 11:55 a.m.

Ed are you refering to "Old" media or 'New" media.

The bottom line is "Old" media trading dollars for digital quarters.

Ed Papazian from Media Dynamics Inc, July 16, 2015 at 1:02 p.m.

Leonard, in this case, neither in particular as the article is so vaugely worded it's not clear what they are talking about. If the speculation is about TV---either joining with digital in a new kind of upfront or dropping it entirely--- then I doubt that the sample, as described, includes the bulk of the likely decision makers.

James Porcarelli from Active International, July 17, 2015 at 11:34 a.m.

Ed, thank you for your comment. Our thinking is that media executives are beginning to view the current upfronts/newfronts sales model as one that won't be necessary as advertising becomes more technology and data driven. We interviewed professionals who are top decision makers with key organizations. You can learn more about the survey and its findings by downloading the full report here, or I’d be happy to send you a copy directly, if you’d prefer.

James Porcarelli from Active International, July 17, 2015 at 11:37 a.m.

Sorry Ed, the link didnt copy. Here is is.
http://activeinternational.com/2015-media-report

Ed Papazian from Media Dynamics Inc, July 17, 2015 at 12:38 p.m.

Thanks, James.