Buyers Expect Staggered Upfronts Marketplace as TV Ad Forecast Remains Murky
'We don't know when the world will be back,' explains one marketer

Advertisers have many questions—and few answers—about what the TV marketplace will look like over the coming year.
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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.