What do clients get from the upfront?
- A commitment to fourth-quarter programming that will likely never air;
- Commitments to the same and other programming in succeeding quarters that will also likely never air;
- An endless string of makegoods in unproven programming
- A few--a very few--units in proven high-rated programs
- A CPM guarantee much higher than any schedule is likely to deliver.
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There is simply no upside to the upfront. Advantages go to the sellers.
Media buyers and their agencies get quite a lot from the upfront:
- A commitment of millions--often tens and hundreds of millions--of client dollars to ensure agency revenue throughout the coming year
- A network guarantee to ensure that the agency's rating projections and stewardship are not particularly important or challenging
The downside to ignoring the upfront is a possible upcharge of 10 percent in scatter and discount in opportunistic buys of 25-35 percent. Isn't this what buyers are or should be paid for? To find opportunities for clients and take on at least some risk based on their unique knowledge, skills, and expertise?
The upfront. Who needs it?