Upfront TV Marketplace Timetable in Doubt as COVID-19 Wreaks Havoc

‘We're not going to go to market until our clients are ready to go.’

It has been exactly two weeks since May’s annual upfronts week was wiped out in its entirety, as every major media company pulled the plug on their traditional events over several hours.

But that may be just the start of how the novel coronavirus will completely reshape upfront season. As buyers and media companies enact new strategies in the wake of COVID-19’s impact on the country and world, several are beginning to doubt whether upfront negotiations can be conducted in their usual late spring/summer timeframe.

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