Fox Predicts Return of Sports In 3Q, 4Q, Starts Madison Ave. Talks
to figure out if they should pull ad money out of deals for games that may never air or take place months from now. Some clients are asking to cancel their ad commitments and take money back. Others are requesting that ad plans be pushed back to later weeks and months.
Fox Sports has suggested to advertisers that the NFL and college-football seasons will take place as normal in 2020-2021, and brought up the idea of a “compressed” Major League Baseball season. Other executives have raised the notion that the NBA and NHL could finish the seasons they have currently suspended. All that makes for a late summer, fall and winter that may be loaded with tons of sports, particularly since the pandemic has crimped production of new episodes of TV series.
Fox has good reason to wade into negotiations. Executives know there will be a scrum for ad dollars once sports restart, and advertisers will likely rush to cobble together schedules for whatever sort of holiday season America can expect this year. What’s more, the postponement of the Tokyo Olympics to 2021 means hundreds of thousands of dollars in so-called “scatter” advertising that might have automatically gone to NBCUniversal, which has U.
Buyers and sellers think this year’s “upfront” ad market will be unlike anything seen in recent memory. In a typical year, media agencies collect their clients’ budgets and use that money as leverage in these annual discussions over advertising inventory in the next programming season. But in 2020, each advertiser has been affected differently by the pandemic.
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