The wealth of data available to media agencies beyond the traditional Nielsen age and gender metrics is expected to play a major role at this year's upfronts, buyers say. Agencies have access to information from Rentrak, Acxiom, Twitter and other social media, as well as their own research done internally. "One hundred percent of our investment decisions will be informed by data," said John Muszynski, chief investment officer at Publicis Groupe's Spark.

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