Executive Summary

TV networks’ advanced targeting offerings will be part of the 2019-2020 TV upfront sales discussions. In the five years since the first advanced TV targeting emerged, nearly every major TV network group has an offering.

  • Advanced targeting products have gained traction among a moderate number of brand advertisers, many of whom are doubling their annual rate of spend compared with last year.
  • Advanced target audience selection, setting audience guarantees and postcampaign reporting require more process time. However, efficiencies are achieved after trial experiences.
  • Commitments in the 2019-2020 upfront marketplace are anticipated to accelerate, on par with scatter market transactions where the bulk of advanced target deals have been made.
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