We’re preparing for holes and gaps,” said one TV network ad sales executive.
We have to wait and see when certain parts of the country reopen and how they reopen,’” said a second TV network ad sales executive.
Some pharmaceutical brands that don’t participate in the upfront market have started to buy TV ads within the past month, said the first TV network ad sales executive.
This is going to be a year in the ad sales world where it’s a year for not just great partnerships but great negotiation skills,” said the second TV network ad sales executive.
At the same time as advertiser demand has dropped, TV viewership has increased, flipping TV’s traditional supply-demand dynamic and forcing TV ad sellers to adapt.

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