TV Upfronts

Why Does Upfront Week Still Exist?

Buyers say TV’s annual advertising showcase has become ‘a little bit silly,’ but presenters insist it still has value

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It’s time again for upfront week, TV’s annual advertising showcase in which Madison Avenue descends on decked-out Manhattan venues. But ahead of this year’s week of presentations, which kick off May 15, many buyers are wondering whether the storied tradition—which returned last year in person following two years of pandemic shutdowns—is still necessary.

“[Upfront week] used to feel much more valuable. And then quite honestly, to some extent, Covid made everyone realize that it’s a little bit silly,” one buyer said, speaking anonymously.



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This story first appeared in the May 2023 issue of Adweek magazine. Click here to subscribe.