Ad buyers say they will bring intense pressure on TV pricing in 2015, a sign the industry’s coming upfront marketplace may be one of the most pernicious in recent memory. To be certain, buyers at this time of year have an interest in tamping down the market. They often talk of winning lower rates in the cost of reaching viewers. This year, however, they are pushing for something more severe: no increases. In some cases, they may even seek reversals of current pricing.
“Some folks are looking for rollbacks,” said John Muszynski, chief investment officer at Spark, a media-buying agency that is part of Publicis Groupe. “I don’t see any kind of positive story being spun in this marketplace for the sellers.”
Source: Upfronts: Major Networks Face Severe Pressure on Ad Prices | Variety