Roku had major plans for this year’s upfront, as the platform and its connected TV counterparts aggressively courted linear ad dollars to capitalize on the massive migration to streaming during the pandemic. “We’ve been participating in the upfronts for many years,” Alison Levin, vp of ad revenue and marketing solutions, told Adweek, “and we really felt strongly that this year was the year that upfront is going to transform.”
That’s exactly what happened: the connected TV giant completed this year’s upfront business a full quarter earlier than in years past—even ahead of one upfronts week presenter—and doubled its upfront spend commitments year-over-year.
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