16.17 TV UpFronts v Digital NewFronts


Traditionally, US Television networks sell their content slate at their annual “UpFronts” and then use as a platform to negotiate annual investment deals. Recently, Digital Publishers have copied the format and now hold their own “NewFronts”. This year it’s been all sizzle and stats but a war has broken out over the claimed audience reached by Digital v TV.

Our take

There is still not an ‘apples & apples’ metric comparison between TV & Digital audiences meaning contradictory claims can be made, seemingly with evidence to support both points of view. Digital wants a share of that est $17B spent by US advertisers on TV and Networks feel the threat. Their response is to now invest heavily in Online partners e.g. Disney & Vice, Turner & Mashable, NBC & Buzzfeed. It is these partnerships that will force Offline/Online metric alignment so as to give the media owner’s the best ROI.

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.