Expectations are high for the industry’s annual upfront, when TV networks try to sell the bulk of their commercial inventory for the upcoming season. With the coronavirus pandemic lifting, TV executives believe they have moved past the lows of last year’s difficult negotiations with ad buyers and onto a brighter day when most sectors of the economy are ready to spend heavily again on marketing messages.
The annual springtime ritual of programming presentations for ad buyers will be virtual this year, kicking off on Monday with events for NBC and Fox. Disney’s many platforms take the stage on Tuesday, as will Discovery and Univision. CBS and WarnerMedia go on Wednesday.
“We are seeing great strength in the markets, not just from a pricing point of view,