Television buying dynamics, which were already starting to shift more rapidly, have been thoroughly disrupted by the economic impacts of the coronavirus pandemic. “So much of the TV
business is dependent on the upfront and live sports. And because of the uncertainty, much less money will be committed upfront in the 2020 cycle,” Dave Morgan, CEO of Simulmedia, noted in an
interview this week with Advanced TV Insider. In fact, based on input from clients, agencies and analysts, Morgan estimates that true upfront commitments will shrink by half this year,
and that an extra $10 billion will move into the scatter market in the second half of 2020 and first half of 2021. Much of that will flood into advanced television, with all segments of that
industry chasing those dollars. “Prepare for a scrum,” he declares.
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