This is a big day for marketers in the US – the beginning of the upfronts, when TV networks peddle their fall programming lineups to potential advertisers.
Although TV remains the place where the majority of ad spending goes, this article suggests that is steadily changing. TV viewing is down 9 percent compared to last season, thanks in large part to various streaming alternatives, especially Netflix. As a result, ad rates are flat and ad spending commitments are expected to decline.
The beneficiaries are likely to be digital outlets like Snapchat, Vine, and YouTube, where more and more younger consumers (age 18-25) spend their time.
Here is a related article that suggests all TV spending is not the same. Some networks are much more effective than others in generating “share of voice.”