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Que sont les Upfronts dans la publicité ?

In the media landscape, timing is everything, and those who act quickly reap the rewards. Every year, advertisers and media buyers are granted an exclusive preview of the top TV shows, digital placements, and media opportunities set to dominate screens in the coming year. The stakes couldn’t be higher, as these presentations determine who secures the most coveted ad deals before they’re gone. Curious how brands ensure they stand out in the spotlight? Let’s talk upfronts.

Upfronts are when advertisers commit to purchasing ad slots in advance, typically before a TV season begins. Upfront media buying guarantees brands access to premium ad inventory at potentially lower rates than later purchases…. Almost like the early bird getting the worm. Upfronts are essential to media buying because they give advertisers the opportunity to secure ad space during shows that align with their target audience, and make sure they lock in competitive pricing in advance. But with ad spend at the upfronts on a steady decline in recent years, how are advertisers adjusting their approaches to get maximum value? 

Are Upfront Deals Dying?

Ad spend at the upfronts is steadily declining, forcing advertisers to shift their strategies and focus on finding better deals. Once a cornerstone of TV advertising, the upfronts now make up only about 30% of total TV ad spend, according to eMarketer, indicating that fewer brands are relying solely on these early commitments. This shift is further reflected in Media Dynamics Inc’s report via Variety, which shows a 3.5% drop in ad commitments for the next cycle of primetime broadcast TV during this year’s upfronts.

Culprit of this decline is the ongoing trend of cord-cutting, which is reducing general linear TV viewership and, subsequently, linear TV ad spend. As more consumers move to streaming and on-demand platforms, advertisers are pulling back from their upfront investments in traditional TV. In fact, upfront linear TV ad spending peaked in 2022, and the downward trajectory shows no sign of reversing.

Between 2021 and 2024, US linear TV ad spending saw a negative -3.5% compound annual growth rate (CAGR), while upfront TV ad spending had a slightly lower, but still negative, CAGR of -2.7% (eMarketer). This decline has shifted how advertisers approach the upfronts—they are now focused on deal-seeking, hoping to secure better terms and maximize their shrinking budgets in a rapidly evolving media landscape.

As linear TV continues to lose ground to digital and streaming platforms, advertisers are becoming more cautious with their upfront commitments, seeking flexibility and value over locking in large, long-term deals. This shift not only underscores the decline in upfront ad spend but also reflects the broader transformation of the TV advertising industry.

How Do Upfronts Work and Why are they Important for Advertisers?

During the upfront process, media buyers commit to large blocks of advertising time at discounted rates. The process unfolds like this:

  1. Presentation and Programming Announcements: The process begins when media companies/networks host upfront events to showcase upcoming programming for the next season. These typically take place in the spring, usually between May and June. During, networks emphasize their audience reach, demographics, and content’s potential for advertising success. 
  2. Negotiations: Post-presentations, the advertisers and media buyers enter negotiations with networks. These discussions usually center around the number of ad slots, pricing, audience demographics, and program guarantees. Pricing is often based on aspects like:
    1. Expected ratings
    2. Audience reach
    3. Demographics
    4. Content’s potential for advertising success
  3. Commitment: Then, advertisers pitch and solidify financial commitments (upfronts) to purchase advertising time. 
  4. Inventory Reservation: The networks then guarantee ad slots in specific programs or parties du jour. They also offer makegoods, a form of compensation, if the program doesn’t meet its projected audience numbers. Networks may also provide options for digital or streaming inventory as part of their packages, especially as more viewership shifts to online platforms. 

For advertisers, upfronts provide several impressive benefits:

  • Better rates: advertisers can secure more favorable rates by purchasing in bulk upfront rather than waiting for the scatter market (i.e., unsold inventory purchased closer to air date).
  • Premium Inventory: Advertisers get access to prime slots that may not be available later
  • Long-Term Planning: Upfronts help brands better align their strategies with key tentpole events or high-profile programming, like sports or award shows. 

Certainty in pricing, access to premium inventory, and an added level of foresight that upfronts provide underscore their importance in advertising and media buying.

The Role of TV Networks in Upfronts

TV networks play a critical role in upfronts, as they are the ones offering advertisers the deals and taking part in 50% of the negotiation process. Networks like ABC, NBC, CBS, FOX, Hulu, and many more use demonstration events, as discussed earlier, to present their new and returning shows to advertisers, aiming to secure advertising deals early. The commitments made during upfronts influence which shows get produced and aired. Popular programs with strong upfront interest often receive priority in programming schedules, ensuring high visibility for brands that invest early.

What is the Difference Between Upfronts and Scatter Markets?

If you’ve heard of upfronts, you may have also heard of a scatter market. While upfronts are executed in advance and cover typically the entire TV season, scatter markets allow advertisers to buy unsold ad inventory closer to the air date, often at higher rates, but with more flexibility. 

There are pros and cons to both. Upfronts are cost effective and guarantee placement, making them more ideal for long-term campaigns, but they require an early commitment, which can sometimes take place before the advertiser knows the exact audience trends, making the buy somewhat riskier. The scatter market, while flexible, can lead to much higher costs and limited availability during high-demand periods, but may allow an advertiser more time to get their audience insights in a row to pick the best shows for them. 

How Have Upfronts Evolved with Streaming and Digital Media?

Upfronts have evolved significantly since the rise of streaming and digital media. What once focused on traditional TV now spans streaming platforms like Hulu et Netflix, offering brands premium digital inventory. Advertisers now secure premium digital inventory alongside TV spots, reflecting shifting viewer habits. With the rise of programmatic and data-driven buying, brands can target specific audiences more precisely, using real-time data to optimize campaigns. This has also led to more flexible, year-round negotiations rather than the once-a-year approach.

Enhanced measurement tools also track viewer engagement more effectively, ensuring that upfront deals are backed by plenty of data on ROAS and audience interaction. These changes make upfronts more adaptable and accurate to the way people consume content today.

Can Small Businesses Benefit from Upfronts?

Although upfronts are traditionally dominated by larger brands, small businesses can participate through media agencies or by partnering with networks offering packages tailored to smaller budgets. Small businesses can take advantage of upfronts to secure ad placements at more favorable rates than buying ads later in the year. 

Careful planning and working with experts in media buying can help smaller advertisers maximize their upfront investment, ensuring better returns on their advertising spend.


In conclusion, by committing to advertising early through upfronts, brands can maximize their reach, gain access to prime inventory, and plan long-term campaigns that align with high-visibility programming. Whether you’re a large or small business, understanding and leveraging upfronts can provide significant advantages in today’s fast-evolving media landscape.