TV networks initially opted to make the 2020 upfronts virtual, but now the pandemic has disrupted programming to an extent that could threaten the effectiveness of network pitches:TV production has slowed or even stopped in recent weeks, as some production aspects can't be done remotely, and that slowdown is expected to continue to hurt the flow of new projects. That could include pilots for new shows that make up a key part of network programming pitches.
These programming disruptions — coupled with broad economic uncertainty — could also dampen the willingness of ad buyers to make advance decisions on TV ad spend. Given the uncertainty brought on by the pandemic, advertisers may not feel like they have enough information about how the broader economy will shake out to make smart commitments through the first half of 2021, as the upfronts require.
Broadly, advertisers and brands are already taking supply chain impacts into account when deciding how to reallocate dollars in 2020. But uncertainty about the medium- to long-term economic impact of coronavirus could mean that some advertisers choose to pause, withhold, or reallocate TV spending in the near term.
And questions about live linear programming could also encourage TV ad buyers to shift some dollars over to ad-supported streaming during this time: Increased OTT viewing has resulted in a Want to read more stories like this one? Here's how to get access: Business Insider Intelligence analyzes the media and marketing industry and provides in-depth analyst reports, proprietary forecasts, customizable charts, and more. >>
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