Advertisers Demand Lower Prices in Weak TV Upfront Market.
Originally Published 2 years ago — by Variety
Advertisers are seeking rollbacks in the rates they pay for reaching TV viewers in early "upfront" talks with TV networks, as the continued migration of viewers to streaming and digital-video options erodes the marketplace leverage of traditional TV companies. The market for TV advertising has weakened, with TV networks striking deals that called for CPM increases ranging from 8% to 12% in 2022. Buyers expect the total volume of dollars committed to broadcast and cable networks to be down as much as a double-digit percentage, with digital volume staying flat or falling in a single-digit percentage range.