For Many Networks, Less Is More When It Comes to Ad Loads During Upfronts

NBCU and Fox will tout new offerings to reduce clutter this week

Broadcast upfront week is usually a time for networks to promise buyers more of everything next season, from new shows that audiences will love to new ways that brands can reach consumers. But this year, several media companies will be focusing on less, not more, as they tout recently announced efforts to declutter their prime-time shows by cutting ad loads this fall, which they claim will increase engagement and brand recognition.

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This story first appeared in the May 14, 2018, issue of Adweek magazine. Click here to subscribe.