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

Money coming out of a TV
Buyers and TV ad sales chiefs have several ideas about how this year's upfront marketplace should evolve. Photo Illustration: Trent Joaquin

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.

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@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.
@kelseymsutton Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.