TV’s Next Upfront Really Isn’t About TV: Where Will Ad Dollars Go?

Apr 24, 2026 8:10am PT TV’s Next Upfront Really Isn’t About TV: Where Will Ad Dollars Go?

By Brian Steinberg

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Brian Steinberg

Senior TV Editor

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The upfronts, the biggest national market for TV advertising, are still a central place for trading in billions of dollars tied to commercials. As for TV, not so much.

With Madison Avenue increasingly focused on consumers who watch their favorite dramas, comedies, sports matches, movies and reality programs via streaming services, traditional TV ads are only one thing that will be up for sale at the industry’s annual conference. Each May, U.S. media companies converge on New York City to sell the bulk of commercial time tied to their new program schedules.

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