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The Growing Case Against Holding the Upfront

Toni Fitzgerald addresses the TV upfront in this Media Life Magazine article and discusses the relevancy of the upfront in the digital age.

Among the factors impacting the upfront:

-New technology including programmatic.

-The evolution of television viewing.  Since viewers watch TV on their own schedules, across different devices, the fall premiere model may no longer be relevant.

-There are fewer must-buy shows on broadcast

-Some advertisers, such as General Motors and Procter & Gamble, have pulled out of the upfront or sharply cut their buys.

-Some networks are eliminating their upfront presentations.

Fitzgerald concludes, “For the next few years, the upfront will continue. But for how long after that is really anyone’s guess.”