Television network ad sales executives said they are taking a day-to-day approach as some advertisers pull their campaigns, others quickly change the commercials they're airing and other push commercials they'd planned to air in March and April back to later in the year.
A E president Paul Buccieri at last years upfront with Robin Roberts and President George W. Bush.
At this point, it's hard to calculate how much ad revenues were lost in the first quarter due to the coronavirus outbreak, executives said. As the second-quarter starts, they expect more of the same with a key milepost coming about May 1, when advertisers who bought third-quarter commercials in the upfront can exercise options to cancel those orders.
Even more uncertain is the 2020-21 upfront. Live presentations have been canceled and networks are looking for new ways to make their upfront pitches to media buyers and clients. But it is unclear when marketers will be able to decide how much they want to spend on advertising with consumers stuck at home and many businesses closed to stop the spread of the virus.
Were trying to have the philosophy of taking things two weeks at a time not to get too far ahead of ourselves and make decisions on where things are going to be a month or two from now, said Peter Olsen, executive VP for ad sales at A E Networks. Everyones been really reasonable. The conversations have been very understanding on both sides.
At Crown Media, which runs the Hallmark Channel, advertisers in the hardest-hit categories including cruise lines, airlines and hotels move quick to cancel their ads as consumers were urged to stay home, said Ed Georger, executive VP for ad sales.
WORKING WITH ADVERTISERS
Other advertisers have taken different approaches. They want us to work with them in a variety of ways. Some advertisers just want to push bank their schedules a little bit. Others may want to have broader shifts into other quarters. Weve worked with people. Weve had people donate their time to charitable organizations. Weve been working with the Red Cross for example, and the Ad Council," Georger said.
Ed Georger
Most clients are taking a day to day approach, looking at their own businesses and how the crisis is affecting their relationship with consumers.
I think the more that we see advertisers adjusting their message and thinking about their business more long-term the less were going to see the desire to just outright cancel," Georger said.
In the meantime, networks are doing business in the scatter market, where some advertisers are buying ads. Georger added that there's a need for inventory for direct-response ads, although that market is soft because there is so much supply with traditional demand down and viewing up.
Hallmark is also looking to increase its own promotion with some of the ad inventory it has on its hands.
We think that theres value in some messaging that we would do as a network to give support and encouragement to our viewers, Georger said. Were working with Hallmark cards to create a branded campaign that will really support the viewers and let them know that you know, as as a network, were there for them and remind them of some of the positive things in their lives. A message the Hallmark brand is uniquely able to deliver.
Media buyers are also busy accessing their clients' needs and trying to figure out how to reach consumers as TV networks are forced by the crisis and the benching of live sports big changes in their programming lineups.
HOW LONG WILL IT LAST?
Across categories and industries, there are a variety of reactions and explorations from cancellations, to postponements to creative re-expressions. To make a meaningful forecast on scatter and options, in general, there are two components that need to be clear: how definitively and quickly brands will respond and second, how extended the crisis will last, said Matt Sweeney, U.S. chief investment officer at GroupM.
With that said, we are confident there are and will be viable investment alternatives, and these alternatives could open different doors and paths to engage with customers. We are in dialogue with clients and partners daily, and it's assuring to see the elevated collaboration, said Sweeney.
Media agency Magna recently forecast that national advertising revenue will drop 13% this year, hurt by the Coronavirus crisis, with most of the decline occurring in the first half.
The network ad sales departments have had to figure out how to function from home, with offices close to slow the spread of the virus.
I give kudos first of all to our IT department. They jumped into action and really got everyone in the company set up pretty quickly to be able to function from outside the office, Georger said. With clients changing schedules and what commercials they want to run, traffic departments are also carrying the load.
I tip my hat and give large praise to the traffic department and the IT department that equipped them and gave them the ability to be able to do their job, Georger said. Its the beginning of the quarter which is always a pressure time, but now you add to that the constant adjusting of schedules. Theyre doing an amazing job.
The traffic guys are the heroes right now. Theyre working like crazy right now, added Olsen.
Olsen said that by approaching the business in two-week increments, the company has been able to put some guardrails around the fallout.
There's definitely an element of business as usually going on, said Olsen. Some advertisers are buying in the scatter market. There's certain categories that are seeing minimal disruption and then clearly there are some that are dealing with very acute challenges.
THIRD-QUARTER OPTIONS
The next inflection point that will determine how much ad sales will be disrupted in the second half
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
26/03/2026
Extron and Audio-Technica have announced that their Design Solutions devices, Ce...
26/03/2026
SPORTEL Asia took place March 24-25 at the Orchard Hotel Singapore, drawing 370 participants representing more than 220 companies from 35 countries. Approximate...
26/03/2026
LTN will demonstrate satellite-to-IP migration solutions for broadcasters, cable networks, MVPDs, and station groups at NAB Show 2026 (Booth W2100).
The C-Ban...
26/03/2026
The Seattle Mariners have partnered with Daktronics to install an upgraded outfi...
26/03/2026
The Esports Foundation (EF) has awarded National Team Partner status to organizations and individuals across more than 100 countries and territories for the Esp...
26/03/2026
Telestream has announced expanded integration between its Vantage workflow platf...
26/03/2026
FOR-A Corporation has announced a partnership with Nippon TV and NVIDIA to distr...
26/03/2026
CBS Sports and the WNBA have expanded their partnership through a new long-term, multiplatform rights agreement. CBS Sports will feature up to 20 regular-season...
26/03/2026
Zac Brown Band will star in the Sunday Night Baseball show open on NBC and Peacock, NBC Sports announced. The open was filmed at American Family Field, home of ...
26/03/2026
Major League Baseball opens the 2026 season with nationally televised games across multiple media partners. Fans can visit MLB.com/Watch for a complete schedule...
26/03/2026
DIRECTV has announced an agreement to carry nine new MLB-operated team channels, covering the Cincinnati Reds, Detroit Tigers (Detroit SportsNet), Kansas City R...
26/03/2026
Nationals.TV, the Washington Nationals' local broadcast channel, is now avai...
26/03/2026
Starting Thursday, March 26, MLB.TV will be available on the ESPN App, giving fans access to more than 2,000 out-of-market regular season games. Fans can also r...
26/03/2026
Spotify's partnership with NAVER, Korea's leading digital platform, is built around one simple goal: making it easier for listeners in Korea to discover...
26/03/2026
Exclusive to ComposerCloud for first month
Sample library and virtual instrument gurus EastWest have announced the upcoming release of a new virtual drum i...
26/03/2026
Friday 27 March
Friday 27 March will mark Dynamic Range Day 2026, the annual day of online activity that was started in 2010 by mastering engineer Ian Sheph...
26/03/2026
Includes four separate instruments
Max Richter's SRM Sounds venture have just announced their fifth release, ASMR Choir. Captured at the main live room ...
26/03/2026
The National Film and Video Foundation (NFVF), an agency of the Department of Sport, Arts and Culture (DSAC), has been tasked with administering the Sixth Presi...
26/03/2026
By Matt Klein
Hello to everyone reading this - whether you're a current YEP, HPA member, or just YEP-curious. I'm Matt Klein, one of the co-chairs of t...
26/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/03/2026
28 participating companies, from start-ups to blue-chips, lead the UK Group as part of the GREAT Britain and Northern Ireland presence across all the Halls at N...
26/03/2026
Arkona Unveils BLADE//planner and Major Usability Enhancements at NAB 2026
Brie Clayton March 26, 2026
0 Comments
New graphical configuration tool and...
26/03/2026
Bitfocus showcases complete control at NAB Show 2026
Brie Clayton March 26, 2026
0 Comments
Continuing development drives advances in security, availa...
26/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/03/2026
Nevion introduces powerful new Panel Builder to enhance VideoIPath broadcast con...
26/03/2026
2026 Oscar Nominated Films Powered by Blackmagic Design
Brie Clayton March 25, 2026
0 Comments
DaVinci Resolve Studio used on 27 of this year's no...
26/03/2026
Leader to present full suite of advanced Test & Measurement solutions at NAB Sho...
26/03/2026
Boston Conservatory to Present New England and Collegiate Premiere of Groundbrea...
26/03/2026
Thursday 26 March 2026
HBO Max included for Sky and NOW customers from 26 March...
26/03/2026
Thursday 26 March 2026
Sky Sets Iconic Costumes Dancing Together Like Never Before' in Brand CampaignTurn on cookies to view this content. Go to Privacy o...
26/03/2026
Wuppertal March 26, 2026
CS live Builds Future-Ready OB Van With Riedel MediorNet and hi Control SystemRiedel Communications today announced that Czech-based ...
26/03/2026
Back to All News
Have a Wish Worth Dying For? Netflix's First Korean YA Hor...
26/03/2026
Back to All News
The Truthers, Starring Jose Coronado and St phanie Magnin, Pre...
26/03/2026
Enhancements to Harmonic's Sports Streaming Solution Introduce Server-Side Multiview, Contextual Metadata-Driven Advertising, Dynamic In-Stream Ads and Robu...
26/03/2026
Open the report
Our 2025 report brings together results from 79 business magazine titles across 22 market sectors, published by 49 media owners. Over the year,...
26/03/2026
Editor's note: This post is part of Into the Omniverse, a series focused on ...
26/03/2026
RT Commercial today announced Fiat as sponsor of The Louise Duffy Show on RT Radio 1, Weekdays 3pm 4pm.
The Louise Duffy Show is the home of daytime music...
26/03/2026
That gaming backlog won't clear itself - GeForce NOW is here to help. Stream the latest titles straight from the cloud across a variety of devices.
This we...
26/03/2026
Wayne, N.J., March 26, 2026 Phantom High-Speed announces the latest product li...
Television network ad sales executives said they are taking a day-to-day approach as some advertisers pull their campaigns, others quickly change the commercials they're airing and other push commercials they'd planned to air in March and April back to later in the year.
