How TV Tuned in More Ad Dollars: Digital Doubts, Drugs and Desperation

Networks try to sell 75–80% of their annual inventory during the upfront period.

Broadcast revenue from upfront ad commitments is expected to grow 3–4%this year.

Television ad revenue is projected to drop 1.4% in 2017.

How can overall revenue drop if commitments at the upfront grow? One possible explanation is that advertisers are moving more money into the upfronts and out of the scatter market.

Increase digital commitments:
1) NBCUniversal — ↑ 42%
Fox — ↑ 40%
Disney/ABC — ↑ 20%

More on this topic. Online Publishers Try Reducing Ads to Boost Revenue

More on this topic. ‘Yield isn’t everything’: How Turner shifted programmatic private


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