Advertisers’ Wish List for Upfront? Sports, Streaming, Spectacle (and Not Much Else)

May 10, 2026 8:20am PT Advertisers’ Wish List for Upfront? Sports, Streaming, Spectacle (and Not Much Else)

By Brian Steinberg

Plus Icon

Brian Steinberg

Senior TV Editor

bristei

Latest

• TV Ratings Revolt: Big Media Hopes for Upfront Measures Like Car Showroom Visits, Movie Ticket Sales 21 hours ago
• Fox Puts New Spotlight on Measuring Audience Reaction to Commercials 3 days ago
• Garrett Haake Named NBC News’ Chief White House Correspondent 3 days ago

See All

TV advertisers expect to hear a lot of big asks this year, but not so many small requests.

When NBCUniversal opens the media industry’s annual “Upfront Week” Monday, it is likely to do so with talk of the 100th anniversary of the NBC broadcast network and three different types of sports to offer on Sundays. And while the media company known for such series as “Law & Order” and “Saturday Night Live” will almost certainly nod to new programming, Madison Avenue wants NBC and its media rivals to go big before they go home to decide whether to put millions of advertising dollars into their coffers — or somewhere else entirely.

Related Stories

Heidi Klum Shocks at 2026 Met Gala With Custom Made 'Living Sculpture' Ensemble