When it comes to direct response, being a part of “upfront” seasonal gatherings at the start of important advertising sales periods is an integral part of successfully planning DRTV spots for the year. These events, held by television network executives, offer marketers and the media an opportunity to buy commercial airtime for the year. This year’s upfront season kicked off on March 6.
During the events, networks announce their fall schedules, including tentative launch dates for new TV programming which is typically picked up the week before. It is also the time when shows that are canceled for the next season are announced.
Upfronts provide marketers with a sense of what’s happening in the marketplace months in advance and guide media buying strategies throughout the year.
As upfront deals take place, marketing teams can assess how big they are and use that information as an indication for how tight or open the fourth quarter of the year will be.
Last year, total ad revenue for the broadcast TV networks and cable channels amounted to $19.73 billion, an increase of 5.9% over the previous season. While the broadcast TV networks sold approximately $9.1 billion of time (up 4.1% over last year), cable scored bigger gains, with $10.6 billion in ad revenue (up 7.6%). This included a growing number of cross-platform buys (network plus cable), increased digital activity, and within the network sphere, some bundling of late night with primetime, according to MDI Incorporated. It’s insight into trends like this that can maximize revenue for direct response clients.
Representatives from Diray attend upfronts every year and have long-standing relationships with TV executives. During our 30 years in the industry, we have developed a connectedness that enables us to buy media that sells for our clients.
If you are ready to leverage our decades of experience crafting performance-driven TV and digital media campaigns, contact us today. Our approach is laser-focused on your sales success – from TV networks, to producers, to fulfillment and more.
During our 30th anniversary year, Diray will feature blogs that look at where we have been, where we are, and where we think the industry is going.