Upfront Posturing Has Early Start

Leslie Moonves isn’t the lone network executive forecasting a strong upfront market this year — the CEO of CBS is just the only one predicting it publicly. Sources at other networks also expect a strong market based on current demand for scatter time and the fact few advertisers are opting out of earlier purchase commitments.

Last week, however, agency executives rebuffed such talk, countering that the relative strength or weakness of the scatter market is no longer a sure sign of things to come in the upfront, given the growing number of media channels open to advertisers.

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