Digital, Cable and Broadcast Still Siloed at Upfronts
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NBCUniversal restructured its broadcast, cable and digital ad-sales teams under Linda Yaccarino earlier this year with the intention of making it easier to mix and match its portfolio. Yet it presented its digital offerings in a separate presentation from its network upfronts.
NBCU isn’t alone. Though “cross-platform integrations” and “360-degree solutions” are talking points at the upfronts — the time when TV networks secure advertising commitments for the fall season — most media sellers don’t seem to be walking the walk when it comes to presenting them. They are often showcasing digital, cable and broadcast options separately to advertisers.
Evidence the NewFronts, an effort by purveyors of digital video and other digital ad inventory to compete for TV dollars by mimicking the annual upfront negotiations, which kicks off this week.
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