Media Buying Briefing: Buyers ask for, and get, pricing rollbacks in the upfront
The video upfront marketplace has begun to move in earnest over the last two weeks, with several holding company chief investment officers saying they’ve laid down close to three-fourths of their clients’ dollars across linear, streaming and digital video. And those media buyers say almost all the deals are being done at pricing rollbacks from last year’s upfront rates.
Just two weeks ago, one major holding company chief investment officer was nibbling on canapés and chatting with colleagues in the Carlton ballroom smack in the middle of Cannes Lions — which seemingly indicated that the video upfront marketplace was not moving yet. Part of that lack of momentum fully six weeks after the main video sellers presented their content during mid-May’s upfront week is that media agencies still didn’t have a clear sense of what their clients wanted to spend in the upfront.
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Source:: Digiday
