Reuters: Madison Avenue executives will bring a tough message when they sit down with broadcasters during their annual spring bargaining sessions over the next few weeks. The need for flexibility –to place an ad on the fly, not months in advance — is driving advertisers to carve more money from upfront television budgets and direct it to online, mobile and social media. “Every client is looking at ways to deliver reach in other media channels. I don’t think anybody assumes that TV budgets are going to look like what they did last year.”