Upfronts

Upfronts are annual promotional presentations by television networks to advertising buyers, marketers, and media outlets. Primarily a United States phenomenon, they mark the point at which networks unveil their upcoming fall lineups, including new series, returning shows, and pilots in development. The events are used to sell advertising time for the upcoming season and to set pricing across network inventories.

During the upfronts, networks present previews, cast intros, and scheduling and argue the value of their slate. Advertisers and media agencies place orders for guaranteed commercial inventory, often in exchange for guaranteed impressions, preferred placement, and sometimes category exclusivity. The upfront market helps finance production and clearance of programming before the season begins.

Timing and scope: The U.S. upfronts typically occur in late May to early June, with networks holding sessions in major media markets such as New York. Cable networks and streaming services have adopted similar presentations to attract brand partners, though the scale and formats vary.

Mechanics and terminology: The term upfront refers to commitments made in advance of the fall season. Prices are negotiated on a network-by-network basis and can involve guarantees, guarantees with make-goods, and potential adjustments. A parallel market called the scatter market accommodates any unsold inventory after the upfront period.

History: Upfronts originated in the mid-20th century as a way for networks to secure advertiser dollars before fall premieres. Over time, they expanded to cable and, more recently, streaming platforms, which use events and previews to attract brand partnerships.