The TV upfront buying mechanism has already endured a pandemic and a recession in the past few years. Now, throw in inflation, economic figures that run the gamut, and a writers strike, and you’re left with a market that nobody has ever seen before, let alone predict.
“The key word is uncertainty,” said Dave Campanelli, EVP and Chief Investment Officer, Horizon Media. Dave and I sat down recently for the latest episode of my podcast Next in Media – in partnership with Beet.TV – just in time for NewFront and upfront season.
We covered a ton of ground, starting with his read on CMO’s thinking at the moment. “There’s just a lot of different signals,: ‘he said. It’s really tricky to read right now.”
That trickiness makes decision making difficult, particularly in a TV business which is used to year long, even 18-month lead times. “If we don’t know, how much can we commit ahead of time,” said Campanelli.
Besides the upfronts, Campanelli and I talked about the Joint Industry Committee, his take on Nielsen and it’s challengers, and whether YouTube and TikTok have a real shot at TV budgets. I think you’ll really enjoy this one.”