The myriad complications and stresses of the COVID-19 pandemic have created a television upfront season unlike any in memory.
CBS did its best to honor its annual Carnegie Hall embrace of the traditional TV ad biz, holding a two-day online showcase of ViacomCBS offerings that reflected an upbeat outlook through next February’s Super Bowl. Fox ditched any semblance of its usual upfront, straightforwardly announcing a pandemic-resistant lineup of fall shows and pushing new programming later in order for major franchises liketo resume production. Ditto with the CW, which will effectively launch its season in January.
Carlos Brito, CEO of Anheuser-Busch InBev, said on the major TV advertiser’s quarterly earnings call this month that the company is “trying to promote less” given the economic conditions. The company is “trying also to curb some media spend and put more online, trying to be more in tune with consumers and trends so we allocate resources in a more effective way.”
re getting inventory for pretty cheap, so they’re not pulling back. They’re actually they’re getting a lot more media for the same dollar.”
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