All’s quiet on the kids upfront

The annual kids advertising upfront song-and-dance contained a bit more soft-shoe work and fewer show-stopping numbers this year. While on track to grab more than US$1 billion in ad spend, the upfront presentations were, by all accounts, shorter and a little more subdued than in recent years, taking place about a month behind their regular schedule. The prolonged writer's strike that sidelined much of the 2008 season for the major adult-skewing nets may have pushed back the annual pitches to advertisers, but it looks like the growing importance of the scatter market is responsible for the more modest level of activity.
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May 1, 2008

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