With this year's upfront, expectations are high -- or at least higher than in recent previous editions -- do look for TV sellers to use all tools possible to lift the pace. Even if those deals take a bit more time to strike.

Maybe your brand entertainment content needs to be good enough not just to sell product and services, but to make money -- like a regular TV show. Mondelez International, the big snack-food company behind brands like Oreos,Chips Ahoy!, Wheat Thins, and Toblerone Chocolate, is looking to do that -- in a big way.