Future of TV Briefing: Upfront ad buyers debate the value of out-of-home viewership

This week’s Future of TV Briefing looks at the question of how TV and streaming audiences watching in a bar or other public places should be counted — and, more importantly, charged for — compared to people watching at home.

• Counting the crowd noise
• Let’s talk CTV in NYC
• Streaming overtakes all TV watch time
• Disney & NBCU vs. Midjourney, WNBA + Scripps, Amazon’s ad load and more

If someone goes to a bar to watch NBA Finals Game 6 on Thursday, should an advertiser pay as much to reach them as if that person were watching at home? Even if that person is as likely to be staring down their drink as looking up at the screen when an ad airs?

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