Slow is the New Black: Why the Glacial-Paced Upfront May Be Here to Stay
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It’s been nearly a month since the broadcast networks unveiled their fall schedules to advertisers and media buyers, and despite all the generous lead time, very little in the way of substantive upfront business has been conducted.
Get used to it. According to sales executives and media buyers, slow is the new black.
Before we get into the various factors that are contributing to the glacial marketplace, a bit of historical context. Three years ago, and nearly to the day, CBS had crossed the finish line well ahead of its rivals, after having quietly locked down upfront deals with each of the major media-buying agencies. In short order, the other four English-language broadcasters followed suit; in fact, the market moved so quickly that all the network business was accounted for by June 12, a mere month after the New York upfront presentations.
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