Insights

For the vast majority of National TV activity which is currently being bought the “traditional” way, thebuying and stewardship processes are farfrom automated – even in areas where they clearly could and should be.

Media buying guidelines are an important part of tying the execution of media buys to media plans – and ultimately to the client’s communication objectives. So it's important to get them right.

Buyers have complained that networks “lied” to them and “robbed” them in last year's Upfronts. Were buyers really stolen from? Or were they simply duped? 

Are the National TV Upfronts still relevant? As a deal structure for transacting National TV, absolutely. But the process itself? Perhaps not.

For all of the hype about programmatic TV, buying and stewardship processes for "traditional" national TV are shockingly manual. It's time to fix them.

Media agency billing to Clients can be conducted in one of several ways. A few key considerations can determine which is best for a given advertiser.

As with most investment decisions, understanding the advantages and disadvantages of each TV negotiation type is critical. Allow us to elaborate.

For National TV buys, order letters are the contracts between buyers and media vendors, so it is critical that they thoroughly address all deal points.