What the 2012 Upfronts say about the marketing landscape

As the 2012/13 Upfronts come to a close and advertisers lock up close to 9.2 billion in marketing dollars we start to get a sense of the landscape of the primetime line-up for the big four networks. It appears that Sitcoms are making a huge come back across all four networks as CBS, FOX, ABC and NBC jockey for position in the ratings rankings.

An article by Adegoke and Baker in Reuters suggests that the reemergence of the Sitcom is to lure a younger audience. Also mentioned in this article is the fact that the #1 ranked network, CBS, has the oldest audience (average age 55). For us this highlights why there has been viral growth among internet based and Digital Out Of Home (DOOH) networks and marketing mediums like NewsBreak. Americans age 18 – 35 are much more segmented when it comes to both their entertainment and news sources and so companies are forced to be creative about marketing to them. This is one of the driving reasons DOOH is expected to see 20% growth this year!

This is not to suggest that traditional TV advertising is going anywhere. I mean I started this by stating that the expected buying was slated to be 9.2 billion dollars, which is up 3% over last year. Perhaps this money is being spent for that older demographic, and as the Baby Boomers age out televisions media buys will begin to wane.

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