The upfront season is a big deal in the US, as broadcasters preview their upcoming programming and advertisers buy blocks of television airtime ahead of the upcoming season.
Traditionally, it usually covers the big six terrestrial TV networks -- ABC, NBC, CBS, Fox, Warner and UPN -- as well as bigger cable channels, and can protect advertisers from price hikes or sell-outs should a show unexpectedly turn out to be a huge hit.
Now Starcom MediaVest, part of Publicis Groupe, has said it will include a number of websites in its 2003 television upfront including subscription-based service ; film site ; and , the online advertising company founded in part by Publicis.
Jack Klues, chief executive officer of Starcom MediaVest, said: "The upfront is considered an archaic process by many in our industry, but it still sees the greatest amount of media dollars invested. Expanding the process to include online networks brings smart opportunities for clients to distribute their television advertising over the internet."
He added: "With consumers spending an average of 60 minutes online every day, we see these providers as critical participants in the upfront market."
Clients of Starcom MediaVest include McDonald's, Procter & Gamble, Coca-Cola, Kraft and Kellogg -- some of the biggest advertisers in the US.
Starcom MediaVest cited the fact that 20% of US homes now have broadband internet access, and that online advertising is cost efficient. It is choosing the broadband properties because they provide video streaming opportunities for 15- and 30-second advertisements.
In an interview with , Klues said that the experience with syndicated television in the US was a good lesson. While take-up of advertising was once low for that medium, it now represents ad sales of around $3bn (拢1.86bn) annually.
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