With economic recovery under way and an online ad rebirth spurred by the growth in broadband penetration over the past year, Scripps Networks and ESPN are among the big cable content players that have seen advertising increase for their broadband properties during the upfront. In addition, both networks, along with Foxnews.com and others, are putting the infrastructure in place to accommodate further growth during the next year.
Ad agencies are redefining their internal divisions to align broadband video buying more closely with traditional TV buying in anticipation of a bigger broadband market in next year’s upfront.
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