Connect Guest Blog: PremiumMedia 360's Chief Strategy Officer Cordie DePascale

How well you fare in a crisis – including this one – depends largely on how easily you can switch gears. Consider movies: Studios have been able to recoup box office losses by shifting opening day online. But movie theaters – which sell experiences in (crowded) physical spaces – can't adjust, and may suffer an existential blow as a result.

All of this could spell real trouble for television, an industry that thrives on predictability. In normal times, agencies and stations work from a clear understanding of how audiences watch, and what advertisers want to spend to reach them. Perhaps there’s no greater symbol of this than the upfronts, in which advertisers line up tens of billions of dollars in ad commitments months in advance: they know that in a chaotic media world, TV is a safe investment because it’s a stable environment.

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