Will 2023 Be an Upfront for the Ages?
July 15, 2023
By Brian Wallach
The nature of TV continues to change, but reaching consumers with video commercials remains critically important. The upside for advertisers is that consumers still have an insatiable desire for “television” programming. The downside is that viewers are now opportunistic about the devices and services they use to watch content.
To survive, the TV networks have mastered delivering their programming agnostically: Sitting in one’s living room watching an 82-inch screen with surround sound? No problem. Getting on an airplane with just a smartphone and pair of ear buds? Enjoy! Need to pause a show in the middle of a dramatic monolog to answer the door? “We understand,” say the TV networks. “We’ll just wait for you.”
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Courtesy of the Association of National Advertisers
