LAST CHANCE:

Seven passes left to attend the Digiday Publishing Summit

SECURE YOUR SEAT

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

TV with dollar sign representing balancing multichannel tv advertising to create revenue.

Future of TV Briefing: How the TV, streaming and digital video industry spent its summer (2025 edition)

This week’s Future of TV Briefing recaps a summer during which the future of TV began to bore many more shades of its past.

Future of TV Briefing: The 2025 glossary

This week’s Future of TV Briefing updates the list of the key terms that can cause confusion when talking about the TV, streaming and digital video industry.

Future of TV Briefing: WTF is co-viewing measurement?

This week’s Future of TV Briefing looks at what co-viewing measurement is and — more importantly — why it’s so problematic.