TV networks did their darndest this week to distract media buyers and advertisers from the reality of dire TV ratings. Several even avoided the typical practice of splashing graphics on giant screens to depict how they are No. 1 with women who buy soap or men who watch sports.
Instead, they tried to woo marketers with gyrating dancers, non-existent streaming services and boasts about their sheer size thanks to recent mega-deals.
But we aren’t completely jaded. If there’s one takeaway from TV networks pitching their content to advertisers in this week's upfronts, it’s that the industry is in a very uncomfortable limbo.
Networks must still rely on traditional linear TV for much of their gross ratings points, while necessarily preparing for a time when that will likely change.
So before you set off for a weekend of post-upfronts self-care, here's a brief recap of the week.