Future of TV Briefing: TV ad buyers and sellers expect a ‘slow, long upfront’ — for now

This week’s Future of TV Briefing looks at ad buyers’ and sellers’ early expectations for this year’s upfront market.

• The early upfront outlook
• Super Bowl outshines TV watch time slide in February
• TikTok’s search-related creator payments, ESPN’s Jimmy Pitaro era and more

The TV and streaming advertising upfront marketplace doesn’t kick off in earnest for another couple months. And, while plenty could change between now and then, ad buyers and sellers are already getting the sense that this year’s upfront will feel somewhat slow and a bit muted — which may not be so bad given the recent softness of the TV ad market.

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