Upfronts on an Upswing?

The TV networks look like they’re altering the Postal Service’s motto to “neither writer’s strike nor recession nor diminishing audiences will keep us from making money at this year’s upfronts.” According to The Wall Street Journal, networks, and even ad buyers are anticipating a stronger year than last for their yearly upfront ad rituals. But not everyone shares their certainty.

Though the broadcast networks won’t officially show off their new programming for advertisers until May, preliminary meetings are taking place now. Advertisers may look to lock in rates early at the upfronts, rather than buying ads closer to the air dates of particular programs at inflated prices. These upfronts this year are coming at a time of economic uncertainty, and trends show advertising is moving to new media.

While the Journal painted a rosy picture for the networks, Broadcasting & Cable was a little more skeptical. Its reporting suggests that the strike will have a big impact on negotiations between the networks and advertisers, especially since networks don’t have a full season’s worth of ratings for its shows to point to.

Both pubs agree that a recession could spell trouble for the industry, since advertising is often a juicy target when corporate belts are being tightened. Advertisers could look at places other than TV for more affordable options — including new media.

Donald MacDonald, Intel’s VP of sales and marketing told us last week the chipmaker is all-but abandoning traditional broadcast media, with 65 percent of its marketing dollars going online this year.

This is also an anomalous year for advertising with high-profile events like the Olympics and the presidential election boosting giving ad spends a nice bump. Next year could be the hangover year for the industry.