TV upfronts

Views of Shorts on CTV devices more than doubled last year, people watch more than 1 billion hours of YouTube daily on their TVs – and other fun facts from YouTube’s Brandcast event.

During Disney’s upfront event on Tuesday, just hours after Amazon’s, the Mouse House couldn’t hold back on pitching its content and advertising prowess. Sports was a big highlight.

Actors, musicians, dancers and comedians vouched for the value of NBCU media in between flashy performances and trailers during the programmer’s TV upfront. But about advertising, NBCU execs barely made a mention.

Will data dazzle media buyers at this year’s TV upfronts? Plus: Why recent changes to Google search results have decimated traffic for some digital publishers – and rewarded others.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Bill Rush Congress is scrambling to pass new children’s online privacy laws by Friday. The IAB and other organizations are voicing their opposition. Since late last week, senators have proposed three bills as amendments to the unrelated Federal Aviation Administration (FAA) Reauthorization Act, a […]

NBCUniversal’s upfront pitch centers on advanced audiences, attribution and the fact that it built Peacock with advertising features baked in, rather than retrofitting it to support an AVOD model (unlike newer entrants to the ad-supported streaming competition).

TV buyers predict that streaming publishers will heed their demands for greater flexibility, more programmatic execution and improved measurement during this year’s upfront season.

From a data-fueled TV upfronts to recent changes in streaming pricing, ad load and bundles, the TV industry is making progress under pressure. Plus: Google’s third-party cookieless plan and new AI features.

Streaming is arguably the TV industry’s most powerful growth engine, but it’s still far from a mature business. Which is why programmers took ad tech off the backburner during their upfront presentations this year.

This year, TV upfront spend will likely be softer, and buyers will be slower to make long-term commitments. Consider it a plateau.