Brian Steinberg Senior TV EditorAt least three of the nation’s big media companies are writing deals in an upfront ad-sales market that is moving more rapidly than in years past.Disney, NBCUniversal and Fox have all begun to sell advance advertising commitments as part of TV’s annual upfront market, according to five people familiar with the pace of negotiations.
These people expect the volume of advertising dollars in support of traditional linear TV to rise by 2% to 6%, with other money being committed to new streaming venues.The upfront, when U.S.
TV networks try to sell the bulk of their ad inventory for their next cycle of programming, has in recent years typically required until at least July 4 to get settled.
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