As with other TV networks, CBS enters the upfront
advertising market assuming deal-making could be a drawn-out affair, due to industry-shaking COVID-19 disruptions. Jo Ann Ross, president/chief advertising revenue officer of
ViacomCBS Domestic Advertising Sales, tells Television News Daily she is flexible: “We are going to open for business; we are going to have conversations when clients want
to. ”Typically, the upfront ad market takes place in June/July, starting after TV networks show off new fall programming in mid-May. But media agency executives believe not
all upfront TV advertisers will be ready to make deals before the fall season starts, with some deals being made in the third quarter before the season begins. The remainder are done in the fourth
quarter for a January start. advertisementadvertisement“I think it’s going to be a mix of both,” says Ross.
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