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Another sign that advertising is in recovery mode: The upfront marketplace for National Football League spots — as well as those for college football — which normally doesn’t begin until July, could wrap up by the end of this week, according to buyers. Sellers agreed they were close to completing their pro-football upfronts, but stressed they’d have some so-called “scatter” units for in-season sale.
In fact, buyers said the NFL market actually kicked off in May before the start of the prime-time upfront.