Calendar-year upfront advertisers typically pay slightly higher rates than broadcast-year buyers, but this year that premium is expected to tick up.
| In the spring and into summer, the TV upfront market appeared poised to split in two. A higher-than-usual number of advertisers were expected to sit out the traditional broadcast-year window, in which deals take effect in October and run through September. The thinking was they'd do their deals under the calendar-year window that would align with their companies’ January-December fiscal calendars and give them more time to sort out their budgets. But despite the Association of National Advertisers and brands like P&G and Mastercard calling for a shift to a calendar-year upfront, it didn’t happen. Read more below. This year’s annual upfront negotiations are not over. Calendar-year upfront advertisers typically pay slightly higher rates than broadcast-year buyers, but this year that premium is expected to tick up. With a hybrid reality in the offing, rethinking perks to include ways to make working from home better for employees has become a focus for leaders. To keep Campbell's ads relevant, Meredith created new artificial intelligence technology to track hyper-contextual data. The Independent marked 'double-digit' revenue growth this year and posted a profit, despite the pandemic. It plans to grow headcount by up to 25% Eater's making a play for more national scale consumer revenue with the launch of its new wine club. Other things to know about Join us at the Digiday Programmatic Marketing Summit LIVE where we’ll dive deep into everything from how CPGs are winning to the search for transparency to the death of the cookie. See what else we’ll be covering and secure your spot today. New research finds that 90 percent of marketers have tried to become more empathetic in recent months — yet 60 percent say it’s been challenging to inject the right amount of engagement-driving empathy into their messaging. Sponsored by Datasine. | | |
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