The television marketplace known as “The Upfront” will start heating up by the end of March, and although internet inventory isn’t on the table, expect it to be in the back room.
Far from the celeb and buffet-filled galas they used to be, the upfront is expected to be a pressure-packed process this year. Internet media companies have to be concerned that as they are trying to hold the line on CPMs, a media conglomerate trying to sell its slate of 30 second spots just might throw that pricing under the bus. The internet divisions are trying to establish new rates for online video and hold the line on display, but their TV divisions are facing a year in which rate increases will be impossible. Rate cuts for TV are on the table.