The television Upfront has survived streaming, cord-cutting, and the rise of programmatic — but 2026 may be its most pivotal test yet. As biddable media reshapes how advertisers buy, the industry’s annual commitment ritual is under pressure to prove it still delivers something real-time markets can’t. Samantha Rose, Executive Vice President and Head of Integrated Investment and Programmatic at Horizon Media, has a clear point of view: modernize the model without losing what makes it matter.
What will define a “successful” Upfront season in 2026?
A successful Upfront is a fair exchange of advanced budget commitments for meaningful value. On behalf of our clients, we will maximize flexibility and performance, securing premium inventory with the ability to optimize over time, using modern technology and measurement. Grounded in a holistic, data-driven approach and tailored to each campaign, we’ll partner across TV entities, streamers, and the broader ecosystem to deliver better outcomes.
What role do Upfronts still play in a world of biddable, real-time media buying?
Upfronts are still relevant because it allows us to align brands with the right content and lock in brand-safe, high-impact environments that build positive association. Even as the model becomes more biddable and real-time, we should modernize the Upfront by applying bidding, automation, and AI to improve decisioning and performance while protecting the core role of brand building and upper-funnel awareness. And while the Upfront is often framed as advance buying of TV-like inventory, for us it is also a dedicated moment in time to ideate and forge deeper strategic partnerships with media owners and other ecosystem partners.
What do you think will be the biggest sticking points in negotiations this year?
Price will remain central given that Upfront commitments must come with clear value. Flexibility will be just as important not just as broad cancellation rights, but as the ability to shift investment in real time across partners, and even within a single media company’s portfolio.
Measurement will be another pressure point, both audience currency and performance attribution. It is necessary that we have consistent transparency and independent verification across platforms and data sources.
What’s the smartest move an advertiser can make this Upfront season?
Determining what areas are most critical for each client’s goals. Prioritize the highest-value audiences and content, then build depth beyond “spots and dots” with the right surrounding partnerships. After securing the highest priority areas, round out the plan with complementary reach and clear rules for what stays locked vs. what ways to be agile in-flight.
