Description

At the Audience and Advertising Summit 2025 in Johannesburg,the panel explored how advanced advertising commitments can secure premium ad inventory around tentpole programming (sports, drama, awards) while delivering value to both broadcasters and media buyers. Speakers highlighted that early deals provide revenue stability, guaranteed reach, and stronger brand impact.

Commercial models: pre-buys, audience guarantees, bundled linear + CTV/digital extensions. Measurement & transparency: reliable audience currency, third-party verification, and post-buy reporting to build trust. Risk management: clear make-good clauses, flexible contracts, and better inventory forecasting. Data-driven targeting: leveraging first-party data and contextual targeting to increase ROI.

Advance commitments, when backed by trusted measurement and operational discipline, drive higher CPMs, stronger buyer–seller partnerships, and more effective campaign outcomes.

Some key points from the resource include:

● Commercial models
● CTV/digital extensions
● Data-driven targeting
● Risk management: clear make-good clauses