By Adam R Jacobson
RBR + TVBR
NEW YORK — For the nation’s media companies, Upfront Week has traditionally involved a revolving series of polished presentations and Uber-hopping from reception to reception over three days in mid-May.
Entravision Communications last week took a different approach to gaining the interest of advertisers.
First, it’s squarely focused on the post-Upfront scatter market.
Second, the Upfront presentation barely mentioned the company’s television stations.
This was a radio Upfront, and COO Jeff Liberman tells RBR + TVBR this second audio-focused event has created positives among the ad buyers who are now considering AM and FM as options other than what cable and broadcast TV present.
