Latest in TV Advertising

UPDATED at 2:50PM PT with Nielsen restoring previous plan. Nielsen, bowing to pressure from major TV networks, has reversed course and will once again aim to include out-of-home viewership with overall TV ratings starting this fall. “After speaking with many clients and learning more about your specific agreements for…

Ford Motor Co. and the Walt Disney Co. have made a precedent-setting deal for a “roadblock” across all of Disney’s broadcast, cable, digital and streaming channels in prime time to unveil the new Bronco. On July 13, starting at 8PM ET, Ford will introduce the new Bronco lineup across Disney platforms. Three custom…

Now that the last broadcast network (ABC) has set its 2020-21 schedule, the next question for the TV business is how and when networks will sell upfront advertising that helps keep the lights on. Madison Avenue marketing plans are on an uneven footing due to COVID-19, and the typical upfront negotiations held in the…

Advertising is headed for its roughest year in more than a decade due to COVID-19, but major media agency GroupM says the decline in ad spending won’t be as bad as it could have been. In its mid-year forecast, released Tuesday, the company predicts total advertising spending without political ads will reach $207.9…

In an open letter to advertisers Monday, NBCUniversal ad chief Linda Yaccarino offered a response to recent demands that media companies shift to a calendar-year upfront. She said transformation in the advertising business is a “shared responsibility” for the buy side and the sell side and made what she admits is an…

The myriad complications and stresses of the COVID-19 pandemic have created a television upfront season unlike any in memory. In a typical spring and early summer, deals close for about one-third of the annual $70 billion in total TV ads. This year, most bets are off, at least for the near term. Ad spending is in free…

The damage done to Hollywood by COVID-19 is just beginning, and will hasten the decline of theatrical moviegoing, TV advertising, pay-TV and other longtime features of the landscape, according to a sweeping new report by Wall Street analyst Michael Nathanson. The analyst at MoffettNathanson reflected in the 25-page…

Without live sports or active production due to COVID-19, U.S. television advertisers are leading a dramatic retreat from all marketing platforms, with the effects on several stakeholders likely to linger into 2021. Ad agencies have been absorbing the shock for more than a month now, and a new report from Wall Street…

Disney has imposed a ban on advertising for Netflix shows across its entertainment networks, including ABC, FX and Freeform, though ESPN will continue to accept such spots. The move is a sign of the increasingly competitive times, as the media and tech sectors are engaged in a high-stakes battle for streaming…

A long-anticipated milestone will finally be attained this year according to eMarketer: Digital ad spending is expected to outpace traditional ad spending beginning in 2019, with digital going on to comprise more than two-thirds of total media spending by 2023. This year, total spending on digital ads will grow 19.1%…

As TV viewing continues to change, marketers are trying to keep pace. That means spending on traditional TV ads will fall by $1 billion to drop below the $70 billion plateau for the first time since 2015, according to a new forecast from eMarketer. With cord-cutting and over-the-top (OTT) viewing continuing to…

Bad news for traditional TV providers: Advertisers will probably spend about $75.6 billion on national and local TV this year — down 5.1% from last year, MoffettNathanson Research’s Michael Nathanson says today. That’s a drop from his previous projection for a 4.1% decline. TV has company. He sees all traditional…