After Upfronts, What Every Advertiser Should Be Doing Now

With the final Upfront presentation in the books, it is time to put a bow on the 2017 Upfronts season. The network Upfront presentations remain the cornerstone of the TV selling season and there’s always one thing marketers can count on: CPMs* will go up.

Every year, the major network Upfront presentations are a spectacle, with new content, cocktails, hors d'oeuvres, and star-studded entertainment – this year, a Drake and Migos performance was just one of the highlights across the week devoted to the major TV networks. Unfortunately for fans of TV, TV viewing remains nowhere near as exciting as the Upfronts themselves.

Given the ever-deepening pressure on everyone’s time, perhaps it’s time to consider “virtual upfronts.” These virtual presentations could be delivered via streaming video in lieu of a costly trek to NYC and could be distributed to a wider audience. The most intriguing bit of the week, as anticipated, was the stretch of measurement to cover all video platforms. We believe that a path is being set for finer measurement over time, although we are not there yet.

But what advertisers really need to know when it comes to their advertising investments is somewhere in-between the celebrity appearances and newly-debuted virtual presentations. In our continued focus to help advertisers navigate this rapidly changing ad-buying landscape, we have published our annual Upfront Point-of-View (POV) Guide to uncover real-world changes and discuss trends across the industry based on actual data.

We took a different approach this year and looked both forward and backwards to bring insights that we hope provide context and insight to help place media investment bets this year with greater confidence. The POV guide covers our thorough analysis of the unit-by-unit advertising investment data in our robust cost pool from many of the US’s largest brands. The largest of its kind, our cost pool is based 100% on actual clients’ transactional media costs and is representative of the U.S. marketplace, making it the best way for brands to benchmark against top U.S. advertisers and identify improvements. The findings in our Upfront POV are then analyzed by our experts to include actionable insights and advisements for enterprise-level brands.

As the world leader in media effectiveness, our team of industry experts work with more than 80 of the world’s top 100 global advertisers to offer local expertise with market-to-market insight – we approach our work with an independent framework along with our marketing and media expertise to provide truly objective insights. Neither a publisher, agency, nor buyer, we strive for full transparency across the entire ecosystem.

To receive your copy of the 2017 Upfront POV Guide, please click HERE.


*cost per thousand impressions




By Margaret Lewis
About the Author:

Margaret Lewis is Managing Director - Media Value North America at Ebiquity, PLC

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