Why Buyers Are Thrilled to Be Back in Person for Upfront Week

This year's presentations aren't just business as usual

Upfront week has always been about pomp and circumstance. Each year in mid-May, advertisers would make their pilgrimages from Madison Avenue to various stages in Manhattan, where TV networks would show off their shiniest new toys ahead of negotiations for the upcoming TV season. But then the pandemic hit in 2020, forcing media companies to cancel their annual events.

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This story first appeared in the May 16, 2022 issue of Adweek magazine. Click here to subscribe.