Voted & Quoted

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"I have to disagree with the majority of voters. For network and cable TV sales operations, the upfront gives them an opportunity to lock in substantial dollars and thus potentially panic the marketplace for scatter. For media agencies they can book future revenue and force clients to plan further in advance. For clients they can lock in a lower price and make a portion of dollars non-firm in the later quarters. Who loses?"

Albert Crane

President-CEO/Crane Media Services/New York

"Technology changes and fragmentation make the upfronts even more important. But, the importance now lies in how programming and network audiences lend themselves to the strategic planning process as opposed to media buying and ratings. Previewing the programming allows planners to ensure clients' dollars are not spent on inappropriate or poorly suited programs."

Patricia Wollenberg

Consulting media director/Comcast/Chicago

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