• by Wayne Friedman , Staff Writer, 3 hours ago

Has upfront messaging been clear this week -- what with keywords tossed around over and over again?

We’re thinking "business outcomes," "agentic AI" and "fandom."

Showing brands and advertisers more than ever that legacy TV media’s linear TV business, alongside growing streaming connected TV (CTV) platforms, has what it takes, is key.

The message is: We need to deliver more proven results for your media campaign.

That said, growing social media continues to be a challenge for legacy media, and according to many surveys will continue its nonstop growth. And come at the expense of linear TV, especially

What does linear TV/streaming have going for it? Increasingly, with both sides of the coin, perhaps?

High-impact, big-screen live content -- especially sports, for all the broad brand awareness that advertisers still seek, and that important lower-funnel stuff as well.

When it comes to live events and sports, more engaging messaging is key.

Brands that have not considered sports are doing that now, with the 2026 The FIFA World Cup to be aired by Fox Television Network, Fox Sports 1 (FS1), Fox One, and Telemundo, Universo, Peacock.

Viewership is estimated to be at least 15 million for each match the U.S. team participates in.

Complexity in the market is heightened when it comes to figuring out which live events, sports, and other programming to get involved in.

Legacy TV networks and their associated streamers believe media agency and advertising executives are looking for help. This is where agentic AI comes in.

But do executives really want to give up control to AI when it comes to placement of their messaging -- or adjustments to creative, and even pricing?

Getting "outcomes" data is just the beginning. Increasingly it can be complex -- especially with different channels using different third-party measurement methods.

Now all a brand executive has to do is put together an overall picture to senior management to tell them what worked and what didn't. Good luck.

Perhaps AI agents are already taking that overview summary in that high-level management meeting.

Next year’s upfront week may find other catchy buzzwords to go deeper.