Upfronts are annual events where TV executives meet with advertisers, critics, and press to showcase their upcoming programming. Advertisers can buy early advertising and negotiate ad placement. New series are revealed with clips, discussions, and promotional merchandise. Existing series and the network’s schedule are also showcased. Some argue that upfronts are no longer necessary due to the internet, but they remain a popular tradition. Canadian upfronts are held later due to acquiring rebroadcast rights.
Upfronts are a major annual event on North American television, where television executives meet with advertisers, critics, and press to discuss their anticipated programming for the upcoming television season. Traditionally, upfronts are held in New York City during the last week of May and are typically quite lavish, with events staged at notable venues like Radio City Music Hall. Because network shows are typically unveiled in advance, they typically receive a great deal of media coverage, with eager fans checking out their favorite networks’ offerings.
During upfronts, advertisers are given the opportunity to buy advertising early, before the season starts and advertising opportunities become expensive and limited. Many advertisers use upfronts to negotiate particularly favorable points for their ads; for example, a cell phone company might try to run an ad after an important scene involving a cell phone.
The focal point of the upfronts is the reveal of new series. During presentations for new series, executives typically show clips from the series, talk about the direction Season 1 is heading in, and sometimes introduce some of the actors, who may have flown out for the occasion. These presentations are typically accompanied by lavish food handouts, and the audience may be given various promotional merchandise, with the goal of keeping the series and the network top of their minds.
In Canada, upfronts are held several weeks after the US upfronts, and the event tends to be a little less glamorous. Canadian upfronts are typically held at a later date because Canadian networks want to wait until they have acquired the rebroadcast rights for American series, so they can carry these series at their promotional events.
In addition to introducing new series, upfronts also showcase existing series, and the network’s fall and winter schedule is revealed. Information about midseason retirements is also typically provided, allowing advertisers to get a good idea of what’s to come in the coming year.
Some critics have pointed out that upfronts are no longer as necessary as they once were, as the internet has reduced the need for a formal introduction. Instead, networks could give advertisers and media outlets limited access to streaming video, DVDs and other materials to market upcoming shows. However, upfronts have become such an institution that this is unlikely to change any time soon; undoubtedly executives, advertisers, and the media enjoy the parties, food, and other events associated with upfronts.
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