{"id":8132,"date":"2020-07-17T14:00:52","date_gmt":"2020-07-17T14:00:52","guid":{"rendered":"http:\/\/localhost:10151\/?p=8132"},"modified":"2020-08-17T14:06:45","modified_gmt":"2020-08-17T14:06:45","slug":"the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\/","title":{"rendered":"\u2018The Rules of Engagement Are Changed\u2019: The TV Industry Contemplates a Changed Buying Process"},"content":{"rendered":"<p>In April 2004, advertisers tried to remake TV advertising\u2019s annual upfront marketplace. The Association of National Advertisers and the American Association of Advertising Agencies got roughly 40 brand, agency and TV network executives and even some lawyers in a midtown Manhattan board room, and the group spent five hours figuring out how to change the upfront, according to a\u00a0MediaPost article published at the time. But nothing came of that meeting.<\/p>\n<p>Now, as the saying goes, change is happening gradually and then all at once.\u00a0Since the early 1960s, the upfront has been a fixture of the TV business, It is an opportunity for advertisers to lock up TV networks\u2019 finite number of ad slots for relatively low prices in exchange for committing to spend an agreed-upon amount of money with the networks over the following year, year after year. The upheaval to the economy is making the most sacrosanct business practices \u2014 the centrality of the office, for example \u2014 up for discussion and adaptation. TV is not immune. \u201cTV is the least flexible media type out there,\u201d said one agency executive. That rigidity, which was a benefit to both buyers and sellers in the Old Normal, is now a liability in a world of virus outbreaks, uncertainty about the return of live sports and the critical fall TV schedule.<\/p>\n<div id=\"piano-meter-offer\">\n<p>TV has held onto the upfronts even in the face of the rise of digital channels like search and social that allow advertisers to turn campaigns on and off from one minute to the next. The crisis, however, has pushed TV ad buyers and sellers to make TV advertising more pliable and remake the terms of upfront agreements. The question is whether that will be enough to stave off wholesale change.<\/p>\n<p>\u201cCOVID definitely called attention to the lack of flexibility of TV in a way that has always been in the background,\u201d said Stacey Stewart, evp and managing partner of integrated investment at UM Worldwide.<\/p>\n<p>Read Full Article On <a href=\"https:\/\/digiday.com\/media\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\/\">Digiday<\/a>.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In April 2004, advertisers tried to remake TV advertising\u2019s annual upfront marketplace. The Association of National Advertisers and the American Association of Advertising Agencies got roughly 40 brand, agency and TV network executives and even some lawyers in a midtown Manhattan board room, and the group spent five hours figuring out how to change the [&hellip;]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,6],"tags":[],"class_list":["post-8132","post","type-post","status-publish","format-standard","hentry","category-thought-leadership","category-um-in-the-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2018The Rules of Engagement Are Changed\u2019: The TV Industry Contemplates a Changed Buying Process - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2018The Rules of Engagement Are Changed\u2019: The TV Industry Contemplates a Changed Buying Process - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"In April 2004, advertisers tried to remake TV advertising\u2019s annual upfront marketplace. The Association of National Advertisers and the American Association of Advertising Agencies got roughly 40 brand, agency and TV network executives and even some lawyers in a midtown Manhattan board room, and the group spent five hours figuring out how to change the [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jp.umww.com\/en\/thought-leadership\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\/\" \/>\n<meta property=\"og:site_name\" content=\"UM JAPAN\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/UMCuriosity\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-17T14:00:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-08-17T14:06:45+00:00\" \/>\n<meta name=\"author\" content=\"shajibur.rahman@interpublic.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:site\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"shajibur.rahman@interpublic.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\\\/\"},\"author\":{\"name\":\"shajibur.rahman@interpublic.com\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\"},\"headline\":\"\u2018The Rules of Engagement Are Changed\u2019: The TV Industry Contemplates a Changed Buying Process\",\"datePublished\":\"2020-07-17T14:00:52+00:00\",\"dateModified\":\"2020-08-17T14:06:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\\\/\"},\"wordCount\":342,\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"articleSection\":[\"Thought Leadership\",\"UM in the News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\\\/\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\\\/\",\"name\":\"\u2018The Rules of Engagement Are Changed\u2019: The TV Industry Contemplates a Changed Buying Process - UM JAPAN\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#website\"},\"datePublished\":\"2020-07-17T14:00:52+00:00\",\"dateModified\":\"2020-08-17T14:06:45+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"\u2018The Rules of Engagement Are Changed\u2019: The TV Industry Contemplates a Changed Buying Process\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\",\"name\":\"UM JAPAN\",\"description\":\"UM is a global media company.\",\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\",\"name\":\"UM\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"http:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/um-logo-transparent.png\",\"contentUrl\":\"http:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/um-logo-transparent.png\",\"width\":1378,\"height\":1378,\"caption\":\"UM\"},\"image\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/UMCuriosity\",\"https:\\\/\\\/x.com\\\/UMWorldwide\",\"https:\\\/\\\/www.instagram.com\\\/umworldwide\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/um-ww\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\",\"name\":\"shajibur.rahman@interpublic.com\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"caption\":\"shajibur.rahman@interpublic.com\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"\u2018The Rules of Engagement Are Changed\u2019: The TV Industry Contemplates a Changed Buying Process - UM JAPAN","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/jp.umww.com\/en\/thought-leadership\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\/","og_locale":"en_US","og_type":"article","og_title":"\u2018The Rules of Engagement Are Changed\u2019: The TV Industry Contemplates a Changed Buying Process - UM JAPAN","og_description":"In April 2004, advertisers tried to remake TV advertising\u2019s annual upfront marketplace. The Association of National Advertisers and the American Association of Advertising Agencies got roughly 40 brand, agency and TV network executives and even some lawyers in a midtown Manhattan board room, and the group spent five hours figuring out how to change the [&hellip;]","og_url":"https:\/\/jp.umww.com\/en\/thought-leadership\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\/","og_site_name":"UM JAPAN","article_publisher":"https:\/\/www.facebook.com\/UMCuriosity","article_published_time":"2020-07-17T14:00:52+00:00","article_modified_time":"2020-08-17T14:06:45+00:00","author":"shajibur.rahman@interpublic.com","twitter_card":"summary_large_image","twitter_creator":"@UMWorldwide","twitter_site":"@UMWorldwide","twitter_misc":{"Written by":"shajibur.rahman@interpublic.com","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\/#article","isPartOf":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\/"},"author":{"name":"shajibur.rahman@interpublic.com","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/person\/3ab450da4e035a60341554a2a939596c"},"headline":"\u2018The Rules of Engagement Are Changed\u2019: The TV Industry Contemplates a Changed Buying Process","datePublished":"2020-07-17T14:00:52+00:00","dateModified":"2020-08-17T14:06:45+00:00","mainEntityOfPage":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\/"},"wordCount":342,"publisher":{"@id":"https:\/\/jp.umww.com\/en\/#organization"},"articleSection":["Thought Leadership","UM in the News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\/","url":"https:\/\/jp.umww.com\/en\/thought-leadership\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\/","name":"\u2018The Rules of Engagement Are Changed\u2019: The TV Industry Contemplates a Changed Buying Process - UM JAPAN","isPartOf":{"@id":"https:\/\/jp.umww.com\/en\/#website"},"datePublished":"2020-07-17T14:00:52+00:00","dateModified":"2020-08-17T14:06:45+00:00","breadcrumb":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/jp.umww.com\/en\/thought-leadership\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/the-rules-of-engagement-are-changed-the-tv-industry-contemplates-a-changed-buying-process\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/jp.umww.com\/en\/"},{"@type":"ListItem","position":2,"name":"\u2018The Rules of Engagement Are Changed\u2019: The TV Industry Contemplates a Changed Buying Process"}]},{"@type":"WebSite","@id":"https:\/\/jp.umww.com\/en\/#website","url":"https:\/\/jp.umww.com\/en\/","name":"UM JAPAN","description":"UM is a global media company.","publisher":{"@id":"https:\/\/jp.umww.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/jp.umww.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/jp.umww.com\/en\/#organization","name":"UM","url":"https:\/\/jp.umww.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/logo\/image\/","url":"http:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/um-logo-transparent.png","contentUrl":"http:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/um-logo-transparent.png","width":1378,"height":1378,"caption":"UM"},"image":{"@id":"https:\/\/jp.umww.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/UMCuriosity","https:\/\/x.com\/UMWorldwide","https:\/\/www.instagram.com\/umworldwide\/","https:\/\/www.linkedin.com\/company\/um-ww\/"]},{"@type":"Person","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/person\/3ab450da4e035a60341554a2a939596c","name":"shajibur.rahman@interpublic.com","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","caption":"shajibur.rahman@interpublic.com"}}]}},"_links":{"self":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts\/8132","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/users\/44"}],"replies":[{"embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/comments?post=8132"}],"version-history":[{"count":0,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts\/8132\/revisions"}],"wp:attachment":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/media?parent=8132"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/categories?post=8132"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/tags?post=8132"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}