Buyers Expect Staggered Upfronts Marketplace as TV Ad Forecast Remains Murky

'We don't know when the world will be back,' explains one marketer

a bunch of TVs overlaid with a question mark
Advertisers have many questions—and few answers—about what the TV marketplace will look like over the coming year. Getty Images

For the past month and a half, the TV industry has been grappling with the fallout from the Covid-19 pandemic, which has halted Hollywood production, canceled almost all live sports and will cause an estimated $10 billion ad revenue loss in the first half of 2020.

@jasonlynch jason.lynch@adweek.com Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.