Many years ago, Upfront Week in New York was a moment when advertisers were courted by linear network owners with fancy presentations and liquor-filled parties. Those days are now, for the most part, a distant memory, remarks MoffettNathanson Senior Analyst Rob Fishman. Yet, as RBR+TVBR has observed, the Upfronts, in Fishman’s words, remain “a resilient annual tradition.”
There’s one big change today compared to a decade ago, however. Digital content delivery is now the focal point of the presentations. Live sports and tentpole events dominate over broadcast scripted fare. What does this mean for ad dollars, and the three non-broadcast streaming giants’ role in the ecosystem?
