Television Update Spring 2018: Advanced TV Targeting and Cross-Platform Deals at the Upfronts/NewFronts

WHAT’S IN THIS REPORT? This report examines the potential influence that the TV networks’ advanced TV targeting products will have on driving TV ad dollars during the Upfronts and beyond. TV networks are offering a wide array of advanced TV targeting products as part of the 2018-2019 TV Upfront deal-making. How will these products bolster TV ad sales? Here’s what marketers should know about what’s happening with advanced TV targeting deals at the national level, as well as the new developments for digital video in this year’s TV Upfronts and Digital NewFronts. TV networks are increasingly offering advanced TV targeting to bolster ad revenues in an environment where TV spend is leveling off or in slight decline. Advanced TV targeting mixes consumer and TV viewing data to make ad inventory more like digital: highly targeted and performance accountable. And while advertisers and media agencies acknowledge its value, it will be some time before it supplants age/gender counts as the standa