Top Buyers See Networks Working to Keep TV Thriving

摘要

THE ADVERTISING LANDSCAPE has been disrupted by digital advertising, slowing the growth of all-powerful television and causing marketer dollars to stream to online video options. B&C business editor Jon Lafayette asked some of the key decision makers at the biggest media buying agencies what TV is doing to fight back and whether those efforts will lead to more money being spent on broadcast and cable networks in the upfront. They said that in order to capture the mass audiences TV traditionally provided, networks and agencies are focusing on over-the-top viewers, but it's still too early in the market, which is likely to remain volatile until hands shake on the late upfront deals. An edited transcript of what those buyers said by email follows.