The 2022 Upfronts Need to Evolve Into the FlexFronts

The pandemic proved the TV ad business can handle more flexibility. Why go back to old ways?

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In 2020, like our personal and professional lives, everything about the TV upfront changed. The combined impacts of the pandemic and the shift away from linear television to streaming have primed the industry for change.

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This story first appeared in the April 18, 2022, issue of Adweek magazine. Click here to subscribe.