RESEARCH: Data-Rich Tech-Centric Media Disintermediaries Dominate Upfront / NewFront Landscape

In the past three years, the advertising-supported media playing field has been level-set, with emerging tech-enabled ad sellers reaching perceptual parity with traditional market leaders. Even NBCU, which has invested capital, resources and corporate commitment to achieve data leadership, is competing with digital and commerce players that have little or no actual content of their own to sell. In effect, according to a new Myers Report study among 236 advertiser and 464 agency media influencers and decision-makers, there's been a fundamental recalibration of the media landscape as traditional broadcast and cable leaders have been surpassed by adtech and data enterprises in almost all perceptual measures of sales organization performance.