Upfront Mystery Diary: A Top TV Buyer Takes Adweek Inside One Company’s Negotiations

An exclusive look at a top-secret process

The upfronts are one of TV’s great mysteries: They’re always the focus of the advertising year, but the negotiation process remains hush-hush, with only a handful of people on both sides engaged in those high-level talks. That changed last year, when a major TV ad sales exec agreed to (anonymously) take Adweek behind the scenes, compiling an upfront diary that highlighted each stage of their upfront negotiations. This year, we got another behind-the-scenes peek, this time from the other side of the bargaining table, as a top TV buyer—once again, anonymous—took Adweek through every step of their company’s talks.



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This story first appeared in the Aug. 26, 2019, issue of Adweek magazine. Click here to subscribe.