Front and Center - An Advertiser's Guide to the 2009 Upfront Television Marketplace

Doglas Quenqua

Television upfronts would be nothing without hype. But in recent years, a different kind of hype has been surrounding the television upfronts, driven largely by the fragmentation of media that has siphoned off the networks' audiences.

Front and Center – An Advertiser's Guide to the 2009 Upfront Television Marketplace

Douglas Quenqua

THE TELEVISION UPFRONTS WOULD BE NOTHING WITHOUT HYPE.

Just ask anyone who's been to one of the networks' presentation-cum-pep rallies at Radio City Music Hall, for example, or Lincoln Center, where they pull out the laser beams, blaring music, and A-list stars to convince advertisers that their shows will be the ones driving water-cooler conversation for the next year. Even this year, when the glitz factor is expected to be scaled back due to the economy, the upfronts without hype would be like “American Idol”...

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