Cord-Cutting Isn’t a Dirty Word in Scripps’ 2021 Upfront Talks

The company is embracing the 'c-word'

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Scripps’ ad sales team is aware that marketers know about the media-planning challenges posed by cord-cutting. So this upfront season, the company—which is heading into its first negotiations since acquiring Ion Media for $2.65 billion in September—is embracing the c-word.

In conversations with marketers that began this month, the sales team for the national television networks arm of the business—which comprises free, over-the-air networks like Bounce, Court TV, Laff and Grit along with free digital-first brands like Newsy—is emphasizing that marketers can still find cord-cutting consumers on their channels.

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