How to make your investment in TV Upfronts count
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For many brand marketers and agencies, springtime kicks off oneof the most exciting and challenging seasons of the year: the TV upfronts. It’s that time when advertisers place their highest-profile and most expensive bets, as they begin to draw up a game plan for the coming year.
According to media watchers, brands will commit something in the range of $20 billion to network and cable TV ads during the next few months of negotiations. If you’re one of those brands considering locking in premium upfront commitmentsto the Grammys, the NFL, “Young Sheldon,” “This Is Us,” or new projects from Amy Poehler or Dick Wolfyou should also be thinking about offline measurement.
As witnessed by that continued flow of upfront dollars, television remains the king of reach and engagement, especially through these top properties. But is reach and engagement enough? Is your TV advertisinglinear or addressableactually driving customers to your stores?
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