The TV upfronts will never be the same again

Digiday 19 May 2020 04:02
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May 19, 2020 by Lara O'Reilly

This is the latest of a weekly column about the big changes and challenges facing media and marketing leaders. Be sure to join Digiday+, our membership program, to get access to this column and all Digiday articles, research and more.

The coronavirus crisis has brought new attention to the many oddities of the advertising and media industry. Take the annual $20 billion U.S. television upfront marketplace, which has been severely disrupted by the crisis. The upfronts have long been derided as a relic of the past, yet little has changed over the years. Now, the TV industry is forced to adapt — and going back to the old way is going to be difficult.

Presentations have shifted from glitzy Manhattan theater shows to virtual events. Some networks are foregoing digital showcases altogether in favor of smaller presentations tailored to specific clients and agencies. The fall programming schedule is up in the air, with productions on hold and uncertainty around the return of live sports. 

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Manhattan theaterMichael KassanMediaLinkKassanUS
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