Growth marketers look to ROAS (Return on Ad Spend) as a source of truth for media strategy. To put some math behind it, ROAS is (Revenue generated by the advertising campaign) divided by (Cost to run the advertising campaign). In simple English, it is the amount of revenue generated from every marketing dollar spent.
Networks are heading towards Q4 2020 and 2021 without committed budgets or confirmed inventory pricing. As absurd as it may sound, for data-driven TV advertisers, the media market upheaval has been a net-positive (for now).