You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract 'No Benefit' to Being First in This Upfront Market Q&A: OMD's U.S. CEO Alan Cohen Talks TV, Super Bowl and Commoditization By Michael Bush, Published on July 16, 2009 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.