Excerpt: The five broadcast networks — ABC, CBS, NBC, Fox and the CW — take in nearly half of the upfront dollars. Last year, they accounted for $9.6 billion, according to Media Dynamics Inc., which tracks ad spending.
Unlike digital media, in which every new website adds available options for advertisers, there are still only a limited number of TV channels that can get commercial messages in front of millions of viewers in a short period of time.
“If you need to get somebody into a new movie release or a retail sale, linear television will reach them quicker,” Haljun said.
For more insights from Mindshare’s Gibbs Haljun, Total Investment Lead, U.S., and other leaders, check out the full piece in the LA Times.