How Data Will Play a Role in TV Upfronts
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Data has always played some role in the TV upfronts, but this year expect more sources for that data — and more crowing about its usage.
While advertisers aren’t getting away from the Nielsen age-and-gender demographic guarantees at the heart of TV deals anytime soon, data from the likes of Rentrak and Acxiom, as well as internal data, will be used to plan budgets and more efficiently determine which networks are truly reaching target audiences. In some cases, this data will also be used to set second-level guarantees.
“We’ll see a lot of announcements, which probably will overstate the degree to which sources beyond Nielsen ratings are involved in actual buys and plans, but it will certainly reflect the general trajectory toward increased use of incremental sources of data,” said Brian Wieser, analyst at Pivotal Research Group.
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