How Buyers and TV Ad Sales Chiefs Would Like the Upfront to Change in 2021

Most agree that the process needs an overhaul—and they have plenty of suggestions

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Last week, Adweek asked top TV execs, ad sales chiefs and buyers to look back on 2020 and reflect on the biggest things they’ve learned since the pandemic, as well as how the business has been permanently altered because of Covid-19.

And given the enormous changes to the upfront marketplace this year—Covid-19 forced media companies to cancel their in-person events, and most networks shifted to a staggered upfront, with some clients negotiating in the typical broadcast year window and others opting for a calendar year upfront—we also wondered what that might mean for 2021’s negotiations.




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