02_Elements/Icons/ArrowLeft Back to Insight
Insights > Media

The Database: The Upfronts and the Changing Media Landscape

1 minute read | April 2019

Episode 21

Each spring, TV broadcasters in the U.S. announce their show lineups for the coming fall season with great fanfare. Dubbed the Upfronts, the series of events that mark these announcements kick off an important advertising sales period where marketers can buy commercial television airtime “up front,” or several months before the new TV season begins.

For the more than $90 billion advertising industry in the U.S., this marks a key investment period. And with billions of dollars being spent, an array of different media companies—including many digital platforms—have been eager to get in on the action over the past few years.

So what do the Upfronts mean for the various players involved? How are shifts in audience viewing habits affecting the buying and selling of media? And how are media providers and advertisers adapting to this new media landscape?

In this episode, Amanda Tarpey, SVP of Product Leadership, and Andrea Lipstein, SVP, Product Marketing, for Nielsen’s Global Media business, share their insights into the role of the upfronts and how the media industry as a whole is coping with the widespread changes in American viewing habits.

Looking for more episodes? Subscribe to The Database on iTunesGoogle Play or Stitcher, and catch up on previous episodes on our Megaphone page.

Continue browsing similar insights

Our products can help you and your business

  • Consumer & Media View

    Access syndicated and custom consumer research that will help you shape successful brand, advertising and marketing…

  • NCSolutions

    Maximize CPG advertising effectiveness with data to better segment, optimize and enable sales-based outcomes.