This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more
It’s been one year since the start of our pandemic lives and the projected death of the U.S. TV upfront sales market, an annual spring event where some $20 billion+ in ad spend flies from brands via agencies to TV networks, all in a matter of weeks. In 2020, TV’s largest annual marketplace was disrupted by advertisers’ urgent need for maximum budget flexibility and consumers’ accelerated rush to streaming. For those cheering for the demise of an ad...