WPP Group Blazes A New Trail
The WPP Group has made a monumental upfront ad buy across NBC Universal’s TV and digital properties at $1 billion. This move is significant in potentially setting a new standard for upfront ad sales, as advertisers and networks continue to turn to Nielsen Research’s new commercial ratings.
Networks and advertisers have been struggling all year over the best structure for deals which caused a slow start to the upfront season. Ads viewed for up to three days after the initial air date will be included in ratings thanks to the deal struck by NBCU and WPP. This revision comes in response to the increase of DVR usage. About 17% of U.S. homes now own DVR systems.
Of course change does not come without debate. Many experts claim that Nielsen’s new accounting system will not be widely accepted, while others see this as a mark of a new era. Last year, TV networks took in about $9 billion in upfront ad dollars. This year, networks hope to curb a two-year slide in upfront sales.
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