An Upfront Tangled in Complexity

Commercial-Ratings Wild Card Hovers Over Proceedings

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NEW YORK ( -- Upfront negotiations are moving at a glacial pace as advertisers grapple with the complexities of planning a year's worth of multiplatform buys, and the networks wrestle with the wild card of commercial ratings and the collapse of a single standard for pricing TV time. As the first week of June rolls out, no major upfront deals have yet been announced. In this interview, Ad Age media reporter Brian Steinberg provides an update on a process that clearly has become too unwieldy to fit the needs of all its participants or the constraints of its traditional time frame.

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