Why TV advertising’s upfront model won’t fade away

TV advertising’s 60-year-old upfront model may be all but inextinguishable. It’s in the midst of an overhaul but is unlikely to be abolished.

For years — and especially over the past three years — the end of the upfront, as TV ad industry observers’ favored forecast, has been rivaled only by the divining of Netflix’s entry into advertising. Well, now that the latter has happened, surely the former isn’t far off. Erm, probably not.

Despite the financial confines of the upfront’s year-long commitments, TV ad buyers and sellers continue to seek economic comfort in the upfront model’s revenue guarantees and pricing assurance, as broken down in the video below.


More in Future of TV


Future of TV Briefing: Streaming subscriber slowdown gives way to the great rebundling

This week’s Future of TV Briefing looks at how the latest quarterly earnings season evinces more streaming subscriber growth struggles and a growing fondness for the bundle.

Here is why Wall Street’s reception to the CTV narrative is cooling

It would appear that investors’ enthusiasm for the CTV narrative that has served TTD, Magnite and PubMatic so well for the last 18 months is starting to plateau.

Future of TV Briefing: The push-pull for creators between short-form and long-form video

This week’s Future of TV Briefing looks at how platforms are pulling creators toward longer videos while brands push for shorter fare.