Upfront season is coming: what’s the sentiment among buyers?


Author: Patti Summerfield
Publication: CARDonline

With Upfronts around the corner and the content pipeline delivering, some (but not all) buyers are hopeful that TV ad demand will rally.

Upfront buying season is just around the corner and some media buyers are hopeful – but not yet convinced – that TV programming and ad spend will move closer to pre-COVID levels.

Presentations are once again expected to be virtual, just as they are in the U.S. where many of the top broadcasters have already scheduled for mid-May. While not all Canadian broadcasters have solidified plans for their upfront events, Corus Entertainment did say in a statement that the content pipeline continues to deliver new and returning series across scripted and unscripted genres, both domestically and abroad. In addition, Corus says it’s seeing a positive recovery in ad spend year-over-year; although, much like the economy, certain product categories remain negatively impacted by prolonged operating restrictions.