July 28, 2016

How TV Tuned in More Upfront Ad Dollars: Soap, Toothpaste and Pushy Tactics


In the modern era of TV, plagued by competition from streaming rivals, some ad dollars are better than others. During upfront haggling in 2016, executives at the nation’s big broadcast TV networks got super aggressive. In some cases, the networks threatened to do more business with a marketer in a particular category that would favor the highest rate hikes, leaving rivals scrambling.

The gloves have to come off.

Topics: Media, Branding, Advertising, Screens