Why TV Ad Buyers Find the Fall Schedules the ‘Least Important Part’ of Upfront Week

”If I’m waiting until next week to make decisions from an investment standpoint, I’ve already failed our clients,“ Mindshare’s Gibbs Haljun tells TheWrap

Next week, the broadcast networks (and a slew of cable channels) will descend on New York City in an attempt to woo advertisers with their new programming, with splashy announcements of their upcoming fall schedules.

But for the media buyers who will be packed into Radio City Music Hall, Lincoln Center and Carnegie Hall, what NBC decides to air after “The Voice” on Monday nights is “probably the least important part” of the week-long festivities, according to Chris Geraci, president of national video investment at media-buying agency OMD. “Most of them don’t even go through the nights of the week like they used to.”

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Tim Baysinger

TV reporter • tim.baysinger@thewrap.com • Twitter: @tim_bays