Advanced Targeting on TV 2019

Executive Summary

TV networks’ advanced targeting offerings will be part of the 2019-2020 TV upfront sales discussions. In the five years since the first advanced TV targeting emerged, nearly every major TV network group has an offering.

• Advanced targeting products have gained traction among a moderate number of brand advertisers, many of whom are doubling their annual rate of spend compared with last year.
• Advanced target audience selection, setting audience guarantees and postcampaign reporting require more process time. However, efficiencies are achieved after trial experiences.
• Commitments in the 2019-2020 upfront marketplace are anticipated to accelerate, on par with scatter market transactions where the bulk of advanced target deals have been made.

WHAT’S IN THIS REPORT? This report gives an update on the major TV networks’ advanced targeting offerings ahead of the 2019-2020 TV upfront sales season.

KEY STAT: Based on interviews with leading players in this year’s upfront, we estimate approximately 7% to 10% of upfront inventory will go toward advanced target buys.