ANA Calls for ‘Transformative’ Shift to Calendar Year Upfront
Move would 'accommodate the new reality forced upon us,' says CEO
The ANA wants to shift the $20 million upfront marketplace from a broadcast year to a calendar year timeframe.
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Key insight:
- It is unclear how feasible such a shift would be, given that several media companies have already begun upfront talks with clients.
- The Advisory Board also called for other long-term changes involving audience measurement and privacy.
Buyers and media companies alike have been planning for a staggered upfronts marketplace this year due to the economic disruption caused by Covid-19, but the Association of National Advertisers is proposing a much larger change—one that would completely upend the $20 million in ad revenue usually transacted during that time.
