Media buyers anticipate a slower TV upfronts season amid economic uncertainty

Marketers attending the TV upfront presentations in New York this week are likely to drag their feet during negotiations for major media commitments once the market starts to move.

The upfronts season draws marketers, media buyers and execs from across the U.S. to Manhattan for glitzy broadcaster presentations, the occasional celeb turn and tough talks on media inventory. 

This year, the annual negotiating bonanza arrives while marketers consider how best to shepherd their budgets through an ongoing economic crisis. As such, they’ll likely be taking more time to consider the wares on offer – and potentially spending less overall – according to six media buyers that spoke to Digiday.

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