DELRAY BEACH, FLA. — Some have asked over the last several years why the television industry’s Upfronts still matter. For the companies that own cable and broadcast TV stations, the argument is that ROI is still there — and that its live and watch-when-you-wish scheduled programs still deliver strong audiences.
But, do they? Marketers may not be so much in agreement, based on Standard Media Index‘s close-up examination of Upfront demand as reported in summer 2018 and its comparison to data seen through April 2019.
There’s a large dichotomy between expectations and results, SMI concludes. There are two possible causes.
