Advertisers Don't Need The Upfront Anymore

Even before the COVID-19 pandemic tossed any idea of a normal fall TV season to the back burner, the value of the upfront marketplace -- where upward of $20 billion in annual national TV advertising is placed over a few frenzied weeks in June -- was being questioned.

Under normal …

Reminder: You are seeing this premium content because you are a subscriber to MediaPost's Research Intelligencer and/or a member of the Center for Marketing & Media Research. This content cannot be viewed by non-subscribers/non-members.

Next story loading loading..

Discover Our Publications