ANA Calls for ‘Transformative’ Shift to Calendar Year Upfront

Move would 'accommodate the new reality forced upon us,' says CEO

a person pointing a remote control at a tv
The ANA wants to shift the $20 million upfront marketplace from a broadcast year to a calendar year timeframe. Pexels

Buyers and media companies alike have been planning for a staggered upfronts marketplace this year due to the economic disruption caused by Covid-19, but the Association of National Advertisers is proposing a much larger change—one that would completely upend the $20 million in ad revenue usually transacted during that time.

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.