Each spring in the US, brands and TV networks engage in “the upfront”, an ad sales market in which some $20 billion changes hands in a matter of weeks, and buyers secure air time months in advance; the pandemic emphasized its shortcomings, including its lack of flexibility when advertiser needs change.

Why it matters

The upfront doesn’t reflect that brands are increasingly focused on flexibility, optimization and achieving KPIs; changing it to fit those realities has benefits for the entire marketing ecosystem.

Takeaways

• The upheaval of 2020 caused many to predict the upfront wouldn’t return this spring; the primary...