:: By Michele Toller, Empower MediaMarketing National Broadcast Director

As a veteran in the media business the Upfront never fails to entertain me. Many brands and industry pundits grapple with the efficacy of the upfront. And on the surface, it seems antiquated; some describe it as chaotic. I have certainly received many blank stares as I attempt to explain to friends, family and business associates.

If I remove myself from the months of preparation, attending upfront presentations, handicapping the new programming, anticipating how the upfront will unfold, and focus on the benefits — it’s obvious that the model holds water. There are certainly risks involved, but for numerous advertisers the benefits outweigh the risks.

The Upfront: A Day at the Beach?
In various ways the upfront is like a vacation. The preparation is extensive as you try and select the best location and the best timing, making certain there are an abundance of amenities and activities for the family to enjoy. Then the anticipation is euphoric and, in what feels like a nanosecond, the vacation is over before you know it. Although last year’s upfront was anything but swift moving.

To take the comparison further, those who forgo in lieu of scatter risk trading in the ocean front penthouse suite and paying more for a first floor condo two blocks from the beach. Imagine the disappointment when you share the news with your family — there’s no letting them down easily. First they learn there’s no ocean front penthouse suite, and then they realize the vacation has been cut from two weeks to ten days. Worst of all, your former in-laws reserved the ocean front penthouse.

Many advertisers are feeling that same vexation, paying more for less, as the wade their way through this year’s scatter market. In countless cases, advertisers are unable to purchase the inventory they want because it’s either too expensive, sold out, or they have been shut out by competitors. Fortunately, Empower MediaMarketing predicted the scatter market would recover. As a result, we recommended those clients suitable for the upfront participate rather than wait for the scatter market.

Upfront 2010 Outlook
As some things change few remain unchanged. For copious advertisers, the upfront continues to be a viable business proposition. Getting the best inventory, developing integrated marketing solutions that reach the consumer through multiple touch points, encouraging the consumer to interact with the brand and precluding the competition from taking the prime inventory, all make the upfront a necessary business practice. While it is not a practical approach for all advertisers, the brands in highly competitive categories require premium inventory complimented with integrated marketing solutions — the upfront merits their participation.

Unfortunately for buyers and sellers in many ways this year’s upfront will be similar to year ago. It will not be quite as long and drawn out, but anticipate the networks to come out bullish which will thwart negotiations slowing down the process. Enjoy the Memorial Day holiday, because unlike last year, this year’s market will break in early to mid June. Once the “day at the beach” concludes, network officials will be pleased as they tally their upfront coffers. And with the right strategy, advertisers can also be pleased.