2021 Outlook

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
By Jason Lynch & Kelsey Sutton

December 28, 2020

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.

Jason Lynch

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

Kelsey Sutton

Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.

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