Network television executives are predicting a stronger “upfront” ad selling season this year.
Upfront spending by television advertisers could rise 4% to 5% for 2016-2017 to total $18 billion+, reversing a trend of getting outpaced by digital.
After two straight years of declines to some television money going to digital video, network sales and ad agency execs tell the Los Angeles Times some marketers are now planning to come back and/or increase their TV ad spend.
That’s because marketers realized they weren’t reaching enough consumers with digital video, especially younger viewers.
The momentum is also swinging back to TV because it’s easier to buy, according to the executives.