Upfront season is in full swing, with the US Upfronts concluding in late May and most of the Canadian action kicking off in June. One of the big questions surrounding this year’s events is where ad dollars will be spent – will buyers stick with linear TV or are they more interested in streamer offerings?
“Agencies and advertisers are still trying to navigate the changing landscape, and with measurement not evolving at the same rate as offerings, the challenge is to optimize reach and find balance within plans and budgets,” says Dan Zangrando, EVP, Integrated Investments, UM. “We are closely monitoring viewing trends in Canada and observing how content fragmentation affects viewing habits in the US. This helps us anticipate where audiences will be, allowing us to invest accordingly.”
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