TV Upfronts

Linda Yaccarino on Pulling Off a 'Giant Reunion' in NBCU's Upfront Week Return

Plus, why she didn't consider changing upfront venues like some of her peers

NBCUniversal Upfront Events – Season 2022 — "The direction that I gave my creative team was, and this is a real quote, 'This show cannot be too big,'" said Yaccarino.Charles Sykes/NBCUniversal

Now that the upfront week presentations are over, the real work begins: negotiations as the marketplace kicks off. But before talks begin, Adweek is sitting down with each of the ad sales chiefs who presented this week to talk about their respective events and their strategies for navigating this year’s marketplace.

First up is Linda Yaccarino, NBCUniversal chairman of global advertising and partnerships, who oversaw the first in-person upfront week event since 2019. On the morning of May 16, Yaccarino welcomed marketers back to Radio City Music Hall for a star-studded event that included a showstopping dance number in honor of fan event BravoCon, featuring dozens of “Bravolebrities.”

Yaccarino