There will be a "tussle" involving broadcasters, advertising agencies, and their clients over ad costs when the new television season begins, Sir Martin Sorrell told CNBC Tuesday.
The chief executive of advertising giant WPP Plc said his agencies "are able to shift money into cable and other forms of video and get the same reach and frequency at cheaper prices."
That will be reflected during the "upfront" meetings that determine the cost of advertising on broadcast TV shows.
"Agencies are trying to position themselves that the prices are not going to be as strong, the networks are trying to position themselves as though there’ll be more than double-digit increases," Sorrell said.