Ad Execs: Top Upfront 'Reforms' Focus On Measurement, Not Timing

On the heels of recent news that apex TV advertiser Procter & Gamble no longer considers the upfront vital, Advertiser Perceptions released findings of a survey of major advertisers and agencies indicating that -- while some reforms are definitely desired -- the upfront still is an important way to buy …

1 comment about "Ad Execs: Top Upfront 'Reforms' Focus On Measurement, Not Timing".
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  1. Ed Papazian from Media Dynamics Inc, October 5, 2020 at 1:24 p.m.

    Joe, it's interesting to see how little concern was shown for going to a calendar year in this study. It confirms what I and some others have been saying, namely that this is not an important issue compared to fixing the audience measurement problem so it can include not only digital views but also---in my opinion--- so it can tell advertisers if anyome actually watched their commercials.

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