At last year’s Upfronts, the big five networks saw an increase in spend of 2%, up from $8.8 billion to 9.3 billion, while cable networks where the ringers, seeing a 5% increase year over year. Yet, the drop in TV ratings, across all major networks, left programmers in a tight bind following the 2011/2012 Upfronts.
Programmers must make good on their underdelivery of audiences, says Ashley Swartz, by getting creative with less ad dollars and turning out a greater profit for the coming year. Swartz says programmers in 2013 are now using the 2nd screen, OTT, and social TV space as currency; developing their own 2nd screen experiences, in a proliferation of TV everywhere apps., and independent check-in applications.