TV upfront: Heading for change?

The Upfront TV buying system in the U.S. may be about to change.

Inside Information

TV Upfront: Heading for Change? (See Figure 1)

The Upfront — the long entrenched process by which advertisers pre-commit billions of dollars in TV ad spending over a few intense days — may be headed for major change. Significant dissatisfaction with the Upfront process emerged in a recent ANA member survey — TV's Issues and Challenges: the Client Perspective — and at the ANA's March Television Advertising Forum, attended by nearly 500 advertiser, agency and media executives.

In the survey, of those who participate in Upfront television time buying, 58 percent said they were either “very...

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