TV Upfronts

ANA Calls for 'Transformative' Shift to Calendar Year Upfront

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

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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.

As part of what it is calling “transformative” changes in the media ecosystem, the ANA is calling for a shift from a broadcast year upfront to a calendar year upfront, a move that it said will improve business planning and align TV buying with the fiscal years of most marketers.

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