Friday, June 9, 2023

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    What this year’s upfronts reveal about the future of TV advertising

    Mario Diez, CEO, Peer39

    Every year, broadcasters, cable networks and their parent companies gather in New York for the annual upfronts, where they use star power, technological updates and new branding to woo advertisers to invest in the upcoming TV season.

    The industry will do the same this year, but TV is clearly undergoing a seismic shift. In addition to the usual cast of broadcasters, Netflix will hold a virtual upfront, underscoring just how much the concept of TV has changed in the past decade. Even the broadcast giants are pushing hard into packages that include a mix of linear and streaming inventory. This is all part of meeting advertisers’ demands amid a changing market. 

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