The TV industry’s favourite time of year is in full swing and UM’s Deena Markus, Senior Director, Integrated Investment, shares her views and what the agency will be looking for this year from the Upfronts.

“Content is everywhere,” says Markus. “Canadian broadcasters are no longer competing with just each other but also with the new players for content from streamers, like Disney+, Amazon, Paramount+, and social players with short-form content like TikTok and Meta.” 

She expects “data” to be the buzzword at this year’s upfronts, and that buyers will be focused on “learning how our partners, who are sitting on so much first-party data, will offer this up as it relates to video buying outside of standardized audiences.”

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