Playing Nice at the Upfront

Buyers and sellers predict a drama-free TV ad bazaar, but online video players could make a play for dollars

If past upfronts have been characterized by a good deal of prefatory chest thumping, with sellers crowing about the prices they deserve and buyers countering with curt dismissals, the early talk around this year’s marketplace is practically genteel. For those who’ve had a front seat to some of the more contentious bazaars, it’s as if a bar brawl has given way to a quilting bee.

As tends to be the case in advance of a “normalized” market, network ad sales execs and TV buyers seem to agree on many of the fundamentals.

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