In episode six of TV Talk , TVSquared’s President, Jo Kinsella, talks with Brad Adgate, Independent Media Consultant and Forbes Contributor, to discuss the TV upfronts in the wake of COVID-19, eSports and why advertisers should maintain their budgets throughout the current crisis.
What Lies Ahead for the Upfronts
In an unprecedented move, this year’s in-person upfront events were cancelled due to COVID-19. Brad discusses how this change is ultimately giving the TV industry a chance to accelerate. He says that attribution is one key factor that can propel the business forward when it comes to making more data-infused decisions—buys that will lead to increased ROI and performance for advertisers, instead of ones based largely on traditional demographics.
The Esports Revolution
Brad discusses how esports continues to trend upwards, noting that digital video spend has recently hit an all-time record of $10 billion in revenue. He says he won’t be shocked if an existing TV network converts to be more esports-focused, or if an entirely new network dedicated to it emerges as a result of the heightened demand for these games (plus, esports could be a valuable way for linear TV networks to attract younger viewers).
The Importance of Stability
Brad notes that, during this time of global crisis, the best thing advertisers can do is maintain their ad budgets. By doing so, brands can demonstrate a sense of stability, proving to consumers they’re not going anywhere now and that they will be there post-pandemic as well.
Listen to the full episode here. TV Talk with Jo Kinsella is also available via Spotify, Apple Podcasts, Stitcher and Google Podcasts.