Networks score ad increases in upfront

TV is far from dead, as this year’s upfront can attest. The demand for network spots is higher than anticipated, and this may be the first year in three years that upfront spending has grown. Part of the success can be attributed to new ratings that take DVR viewing into account as well as ad packages that include presence in online streams. “Digital assets are definitely a factor” in the robust demand, said Joe Mandese, editor at MediaPost in New York. “Packaging the online properties as part of upfront buys is attractive to a lot of advertisers who see that as a way into the new media,” which they may be reluctant to try on their own, he added.