Each year more than US$400 billion are invested in the Upfront market by more than 1600 companies

Dates of the Upfronts could change
16 de junio de 2020

In the US, advertising associations and the main channels and media corporations are discussing changing the dates of the Upfronts after the uncertainty brought by the crisis generated by the pandemic.

In the US television market, each year more than US$400 billion are invested by more than 1600 companies that buy advertising spots, a figure that has grown in the last years.

Now, with the existing crisis, with productions that have ceased their activities, and without knowing the damages truly caused by the virus in the economic sphere, many advertisers and marketing agencies are requesting communication media to delay their advertising sales towards the end of the year, so they can better estimate how much they can and must invest in advertising.

Many of the big ones like ViacomCBS, WarnerMedia, NBCUniversal, Walt Disney, and Fox Corp have not made any statements in this respect, but previously they had talked about finding a middle ground for both parts, taking into account the new normal.

As for the US Hispanic market, Univision already announced they will have virtual upfronts next Tuesday, June 16, whereas Telemundo expressed they might postpone them until next Autumn.