Why are the Upfronts still a thing? It’s a question that’s been asked numerous times over the last decade, as some companies (in particular in the U.S. Hispanic market) have scaled back on their lavish party-fueled presentations largely delivered across Midtown Manhattan in mid-May.
Truth be told, upfront advertising activity still matters a lot for broadcast television in the U.S. And, that’s what concerns Brian Wieser of Madison & Wall.
Before the 2026-2027 Upfronts began, his firm expected linear TV upfront volumes to decline by 4.4%, with pricing slightly higher. As the summer progressed, however, it appeared that the market was “somewhat weaker” than initially expected.
Wieser also believes pricing could also decline.
