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NEW YORK The advertising industry today took a first step toward a possible modification of the television industry’s annual upfront ad-buying season when the Association of National Advertisers decided to form a subcommittee that will look into ways of better meeting the needs of advertisers.
The subcommittee (which will be a unit of the ANA’s TV Advertising Committee) is expected to gather executives from the major media buying agencies to discuss ideas such as moving the upfront from May to later in the year (closer to the formulation of ad budgets for the following calendar year), and eliminating the current practice of around-the-clock negotiating.
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