Media Transformation and Changing the Timing of the Television Upfront

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According to ANA research, 83 percent of respondents support that the television upfront be delayed and moved to a calendar year. The "broadcast-year" timing of the upfront has long been an issue for many advertisers, as that misaligns television buying with most marketers' fiscal years. Now, the uncertainly caused by the COVID-19 crises has accelerated interest in moving the upfront to allow more time for markets to understand the economic situation and the needs of their businesses and consumers. Leaders from the ANA Media Advisory Board will discuss the upfront as well as other ideas for media transformation and reform.