Talks between TV networks and advertisers have begun to simmer in the entertainment industry’s annual “upfront” marketplace, though it’s not clear if activity will immediately boil over.
Some of the sector’s big media agencies have placed early focus on both Disney and NBCUniversal, according to four people with knowledge of these annual negotiations for billions in advertising deals struck between the networks and Madison Avenue. Those two aforementioned companies have the broadest portfolios of high-quality entertainment, these executives say, that encompass sports, news, entertainment and more.
During the annual “upfront,” media companies try to sell the bulk of their commercial inventory — usually as much as 70% to 80% — ahead of their next cycles of programming. During the market, TV networks and streamers try to notch “commitments” worth millions of dollars from some of the nation’s biggest advertisers.
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