Buyers Predict Broadcast's Upfront Take Won't Drop Much

[SOURCE: MediaWeek, AUTHOR: John Consoli]
With news of on-demand and interactive media choices stealing the headlines almost daily, along with studies citing the imminent exodus of marketers to other options, it would seem the national TV sales chiefs should prepare themselves for a multibillion-dollar revenue dropoff this year. But for the foreseeable future, starting with this year’s upfront marketplace, the networks and major agencies predict there will be no mega fallout of dollars. Media agency executives acknowledge they do not see the broadcast network upfront growing much beyond last year’s approximate $9 billion, but they also don't expect it to drop much below that. And while advertiser spending on the Big Six nets may have peaked—meaning more money will be allocated to nontraditional media in the future -- the shift of spending on digital, interactive, on demand and other new forms of advertising will happen gradually over the years.
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