With Upfront Ad Dollars Shrinking, CTV Could Bring Much-Needed Flexibility to TV Buying

However, supply and demand constraints complicate connected TV programmatic buys

The coronavirus pandemic has blown a big revenue hole in one of the most reliable periods in advertising: upfronts season. The TV ad market has been upended, with advertisers planning to spend one-third less than usual in this year’s upfront due to the uncertain economy, which has also left networks scrambling to reassess their schedules after live sporting events were canceled and production sets shut down.