The ANA called for a delay in this year’s “upfront” market, an annual process during which U.S. TV networks and their sponsors haggle over advertising commitments with a value that would likely fuel a powerful Silicon Valley start-up. The trade group believes the upfront should be delayed “until greater marketplace information and clarity becomes available.
Billions of dollars are at stake. Broadcast and cable networks in 2019 secured approximately $21.9 billion in primetime ad commitments for the 2019-2010 TV season, according to Media Dynamics Inc., an industry consultant. Add daytime TV and late-night programming into the mix, and the sum is exponentially higher.
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