For the past few years, the narrative surrounding traditional TV has been gloomy: As more viewers consume more television via new platforms, ad dollars have spread out far and wide. Indeed, by Variety’s tracking, Madison Avenue has not increased the money it commits in advance to TV since 2012, if not longer. Most concerning to industry veterans is the volume of viewing that is shifting to advertising-free services.
But this year there’s a plot twist. TV spot prices in the scatter market have climbed significantly since last year’s upfront, prompting Wall Street prognosticators and ad-sales honchos to rub their hands in anticipation. All