UBS: flat-to-down TV ad market is the new normal

Inside Radio reports that a new UBS survey of 39 ad executives finds the TV ad market soft with volume flat to slightly down, even as upfront pricing rises low- to mid-single digits, a trend UBS calls the “normalized marketplace going forward.”

Why it matters. Sellers must now defend price increases in the upfront even as buyers treat flat-to-down volume as the baseline rather than a cyclical dip.

Signal from insideradio.com · read the original.

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