‘The Black Arts: How the upfront really works’
May 7, 2012
Anyone who’s spent any time in the media business knows about the TV upfront market. That’s when, typically at the end of May, media buyers meet with the broadcast networks and commit billions of their clients’ dollars to book ad time for the upcoming television season.
But as closely watched as it is, the upfront market is not widely understood. Analysts are quick to report what networks sold what inventory and for how much, but how those deals were reached–indeed, how the upfront market actually functions–remains a mystery to all but a surprisingly small number of people.
One analyst who does understand how the upfront works is Brian Wieser, senior research analyst at Pivotal Research Group.
Wieser shares that understanding with Media Life readers in his recent webinar, “The Black Arts: How the TV upfront really works.”
Media Life readers will know Wieser from his recent tenure as head media forecaster at MagnaGlobal, where he famously tossed out the long-accepted model for calculating media spending, based on reported spending by ad agencies, to adopt one based on ad revenues as reported by the sellers of media, which he argued at the time presented a far more realistic picture of the media marketplace.
In all, Wieser spent seven and a half years at Magna, the last two as chief forecaster, leaving in March 2011. After six months at Simulcast, a TV ad targeting company, Wieser joined Pivotal, an investment advisory firm focused on media.
In this webinar, Media Life readers will learn:
* Who’s poised to get the best deals in this year’s upfront market
* The things marketers should do–but most won’t–to get the best deals
* The inner workings of the upfront: Why it exists, why it persists and why pricing outcomes result as they do
* The three big misconceptions about the upfront
* Why the upfront favors sellers rather than buyers
* What to keep an eye on in this year’s upfront (clue, it’s not CPMs but volume)
The webinar, which was sponsored by Comcast Spotlight, runs about an hour.
To hear the webinar, just follow the link below:
ABC’s ‘Scandal’ surges to record finale
Fox wins a Wednesday littered with reruns
Philly: Auto driving big TV dollars
Defining the big issues in digital video
A stunt that goes over the rainbow
‘Salem,’ this witches’ brew boils over
Tell us, what’s your forecast for the upfront?
Best tube bets this weekend
Tuesday cable overnights: Solid start for ‘Fargo’
NBCU: We’re ramping up digital content
‘Divorce Court’ up 24 percent this season
Pivot upfront: Four new shows on the way
ABC’s ‘S.H.I.E.L.D.’ grows in later timeslot
- Sarah Amatuzio becomes VP and creative director at Alcone
- Tim Nolan becomes group creative director at Huge
- Jonathan Kim rises to digital engineering director at Media Kitchen
- Anand Kini rises to EVP of strategy at NBCUniversal
- Meaghan B. Murphy becomes executive editor at Good Housekeeping
- Mary Jeanne Cavanagh becomes EVP of ad sales at BabyFirst
- Steve McEvoy becomes VP of advertising sales at PageScience
- Howard Schneider becomes Federal Reserve reporter at Reuters
- Former 'The View' co-hosts returning to honor Barbara Walters
- Brad Paisley guesting on CBS's 'Two and a Half Men'
- MSNBC personality Lawrence O'Donnell injured in car accident
This week’s cable ratings
This week’s broadcast ratings
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
This month’s new media traffic data
Media planner/buyer opening in Des Moines
Media planner/buyer opening in Austin
Online media buyer position in Provo, Utah
Digital media planner/buyer job in Minneapolis
Senior media planner job in Dallas/Fort Worth