Re-writing the US TV ad sales upfronts for an effective and efficient future

Looks at the legacy business model of the US TV upfront sales market, and how it can change to embrace a wider set of business goals.

This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more

It’s been one year since the start of our pandemic lives and the projected death of the U.S. TV upfront sales market, an annual spring event where some $20 billion+ in ad spend flies from brands via agencies to TV networks, all in a matter of weeks.