Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Inside upfront

Published on .

ever since agency buyer Paul Schulman bought $10 million to $20 million of network TV ad time for Ralston Purina Co. in the spring during the 1970s, the upfront market mushroomed into an intensive business for advertisers, agencies and networks. Think of it as a Moroccan bazaar of buyers and sellers haggling for the best possible product for the best price. But where once 10s of millions of dollars were at stake, upfront now is a cacophony of billions of dollars of time for sale. The game is already afoot with multiple kids and syndication upfront deals swung, but there are certainly more surprises ahead.
Most Popular
In this article: