“If last year didn’t kill the Upfront, nothing will,” says a head of media at one of the largest TV advertisers in the world.
It's true, all signs suggest the Upfront will remain a driving force behind how brands and media providers negotiate future spend. In fact, as Brian Steinberg writes in Variety, Interpublic Group’s Magna has projected that overall U.S. ad sales would rise 6.4% to $240 billion in 2021, with national TV advertising set to increase 3.4%. With so much money on the line, it is more important than ever for marketers to make informed decisions about where, when and how they can best engage their target customers.
For that reason, TVision is sharing our first ever Upfront planning guide:
Download the free eBook to get detailed advice on:
Marketers can use this ebook to ensure their Upfront investments factor in viewer attention in order to obtain more value from their advertising spending - whether its on linear TV or CTV (which Wayne Friedman of Media Post projects will capture as much as 30% of Upfront spending)
Download the eBook here, or come back to our blog in the coming weeks as we continue to share more tips for how to make the most of the 2021 Upfront.