TV networks have traditionally required cancellation requests 60 days before the next quarter begins.
Faced with uncertain consumer demand, Advertisers are looking for remaking the TV ad market into a more pliable arena like digital marketing. The demand comes as in backdrop of widespread insecurity in the adland caused by the COVID-19 pandemic.
Ideally, Advertisers would like TV cancellation windows to follow digital marketing’s suit and shrunk to IAB’s stipulated 14-day window. But, most agency executives believe that a 30 to a 45-day window is much more achievable.
The piece says it is possible TV networks might charge extra in return for enabling flexible ad commitments. Though 100% cancellation of upfront deals are less likely to happen, advertisers might have to pay a cancellation penalty for ads above a certain benchmark.
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