Thursday, June 8, 2023

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    Media Buying Briefing: It’s going to be a bumpy ride through the 2023 upfront marketplace

    Not counting Linda Yaccarino’s sudden departure from NBC Universal to become Twitter’s CEO one business day before the company’s upfront presentation to media buyers and marketers, the 2023 upfront marketplace is going to be a swirling mass of uncertainty on a number of fronts. 

    From a writer’s strike that will alter TV schedules to an economic monkey wrench in the form of a possible debt default to a still-confused measurement market — more than $20 billion in ad dollars hang in the balance. And based on interviews with five major investment executives at both holding company shops and independent agencies, the general consensus is the market will be flat to down in total ad dollars.

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