David Zaslav’s Tough Upfront Tactics Spark Discord With Madison Avenue (EXCLUSIVE)
variety.comBrian Steinberg Senior TV EditorBefore finalizing Discovery’s purchase of WarnerMedia from AT&T, David Zaslav spent months holding friendly conversations with Hollywood moguls and influential agents.
Now he’s locked in contentious discussions with Madison Avenue.Warner Bros. Discovery is making what media buyers and other executives say are severe demands on advertisers in the course of discussions around the industry’s annual “upfront” market, when TV networks try to sell the bulk of their advertising inventory.
Two media-buying executives say Warner Bros. Discovery is insisting that advertisers commit to high levels of volume and outsize rate hikes in order to gain access to top-rated programming.
They also say the company is even threatening to withhold ad inventory on HGTV and Warner’s sports portfolio if they will not. “They are packaging different products for the upfront, and I think there has been an initial shot of shock to the market,” says one buyer.
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