The TV industry spent the better part of the past year re-vamping their corporate structures to put streaming at the center of their businesses. How will the 2021 upfront ad haggle reflect these pivots?
Despite a global pandemic, last year’s negotiations for ad commitments ended up closely resembling the decades-old practice of selling primetime inventory ahead of the fall. Some of the ad innovations that were expected to gain greater adoption were put on pause as brands stuck with the tried-and-true amid so much economic uncertainty. Will 2021 see those efforts regain momentum?
Read Ad Age's 2021 TV Upfront special report coverage here.
Ad Age’s two-day TV Pivot event brought together ad sales leaders, as well as top agency and brand executives, to discuss the state of the TV ad marketplace and how streaming is poised to reinvent the $20 billion upfront marketplace.