Ten Things to Think About While Formulating Upfront Buy Strategy
- How much to allocate to the various markets and why?
- Broadcast Upfront
- Quarterly Scatter
- Calendar Upfront
- How much to allocate to broadcast vs. cable and why?
- Pricing: What are the budgeted costs per rating point and why?
- Response options if costs are higher than expected?
- Programming triage; i.e., what is the acceptable distribution of the buy among:
- High-rated, average-rated and low-rated programming
- Original vs. repeat programming
- New shows, returning shows in the same time period, returning shows in new time periods
- How does each network’s CPM guarantee compare with the buyer’s estimates of actual audience delivery for each proposal? Have the network and buyer built a excess of probable makegoods into their plans?
- Are any of the DVR rating measures acceptable for inclusion in the buy or only ‘live’ ratings?
- Are digital extensions such as streaming video to be sought and, if so, in what way will they be evaluated?
- How should Nielsen’s new commercial ratings figures be incorporated into the buys if at all?
- Is there a strategy for negotiating commercial position within pods; e.g., first/last commercial in a pod?
DEWITT MEDIA STRATEGIES LLC
May 11, 2007