he Future. Every year, brands congregate in NYC for the annual upfronts to purchase commercial airtime before the TV season begins. As more channels and streaming services emerge, some brands are using the upfronts to identify buys they can make at a later date, often for lower prices, even if they’re not guaranteed. The move might point to the end of shelling out big bucks to guarantee inventory attached to the most-hyped TV series of the year.
TV’s tectonic shift
Consumers are cutting the cord and switching to streaming services, but they have a subscription ceiling.
- The average consumer pays for fewer than three subscriptions at a time.
- Cord-cutters are embracing free ad-supported TV. Almost 1,000 new FAST channels were launched in 2022.
Amid a changing market, broadcasters are offering packages that include a mix of linear and streaming inventory.
While CTV advertising (digital advertising that appears within streaming content) has created more inventory, buyers are likely to invest only if they know their ads will run next to quality content.
Quality may come first in the future of TV advertising, but lower rates may eclipse guaranteed ad space.