NBC's New Upfront Format Puzzles Media Buyers

3 Minute Ad Age: May 14, 2008

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NEW YORK (AdAge.com) -- There were scary mummies and brutish gladiators and blinking screens galore at NBC's upfront presentation but, oddly, not a single sales pitch. Replacing the upfront theatrical performances and hard sell of yesteryear, was a trade-show like enviornment of floor displays and aimless wandering. Ad Age television editor Brian Steinberg explains why media buyers were puzzled by an upfront format stripped down to an hour of so of light entertainment and nothing else. Also in this 3 Minute Ad Age, an agency head discusses how the upfront should be changed to better accommodate cross-platform digital advertisers.

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