for the 2014-15 season are expected to generate a five percent increase in advertiser commitments, according to FX Network's president of Ad Sales, Lou LaTorre.
Five weeks before the broadcast upfronts
, network execs and MadiSon Avenue agree on one thing: This will be the most chaotic struggle for ad dollars in decades.
The Texas Hispanic Upfront
is historic because it's the first time the national television networks are presenting their fall schedule outside of New York City, where national TV Upfronts
are typically held as independent events.
It's shaping up as the year digital makes a real impact in the network upfronts
The cinema upfronts
, scheduled for February and March in New York, Los Angeles, Chicago, San Francisco, Detroit and Boston, will be the first ever for the cinema advertising industry.
But such are the machinations of the upfronts
that this year's anticipated price hikes may not translate into robust ad revenue growth down the road.
Ron Furman, Executive Vice President, Network Sales, commented: "Our Upfront
advertising sales were secured significantly earlier this year - more in line with the other major Network Upfronts
According to media industry analyst Jack Myers, author of the newsletter Jack Myers Reports, the unexpected surge in upfronts
will play out in one of two ways:
The scatter market -- when ad dollars outside the upfronts
are spent -- picked up significantly in the third and fourth quarter.
Media analyst Niraj Gupta at Salomon Smith Barney is betting that 2001 will be one of the weakest upfronts
in the past decade, with fewer dollars being spent overall and pricing that's flat or up slightly.
The timing of the upfronts
will heighten the uncertainty for nets if the Writers Guild is either on strike or threatening to hit the bricks, says WGA director of strategic planning Charles Slocum.
People are nervous about the broadcast network upfronts
, particularly with ABC doing so well," says Ron Schneider, exec VP of sales and marketing for A&E Networks.