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What are the biggest changes media buyers are seeing in TV? The 2021 TV upfronts are underway, and they are like no other. The pandemic had an indelible effect on how consumers view content and the marketplace is being forced to react. As part of our deep dive into the future of TV, The Drum asks three top media buyers to offer their assessment of the biggest changes they are seeing right now. Here’s what they have to say. 1. Network ratings erosion. Anyone see the Oscars? That’s a rhetorical question. Ratings crashed 58% to an all-time low. Yet while the amount of broadcast viewers is getting smaller, pricing is getting higher. As media buyers are looking to satisfy clients’ reach and frequency goals, the amount of gross rating points (GRPs) just aren’t going to be there. This creates two problems. One: since there is limited supply, the networks can charge more because the demand will be there. Two: media buyers are now challenged with making up for those lost reach a

Brad stocktonRyan eusanioOmnicom media groupDentsu aegis networkOmnicom mediaDentsu aegisAlexander stoneWarner mediaபிராட் ஸ்டாக்‌டந்தெந்ட்சு ஆதரவு வலைப்பின்னல்தெந்ட்சு ஆதரவுஅலெக்சாண்டர் ஸ்டோந்எச்சரிக்கை மீடியா