Upfront

Upfront is a term used as an adjective, adverb, or noun to describe something that is paid or done in advance, before a specified event or time. When used as a noun, upfront refers to the upfront payment itself. The word comes from the idea of paying or presenting at the front, ahead of others.

In business, upfront payments and upfront costs are common in contracts and transactions. Examples include deposits, down payments, license fees, or service fees paid before work begins. Upfront payments can improve cash flow for sellers and reduce credit risk, but they may also affect pricing negotiations and expose buyers to upfront financial commitments if terms change or defaults occur.

In advertising and the media industry, the upfront market or upfronts are annual events in which networks preview their upcoming programming and negotiate advertising commitments for the coming season. Advertisers reserve a portion of inventory in advance, often at premium rates, while networks secure guaranteed revenue. The term also encompasses the broader process of booking ad time before the season starts, with additional inventory sometimes sold later in a scatter market.

Beyond finance and media, upfront can describe a candid or transparent approach, as in being upfront about risks, costs, or terms. The hyphenated form up-front is common in some varieties of English, while upfront is often preferred in American usage.