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State of the Screens

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

By May 9, 2018No Comments

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

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.