The Upfront is changing — and few people have a better view of that shift than Adam Monaco, EVP of Sales at Disney Advertising. With a portfolio spanning premium entertainment, live sports, and one of the most powerful streaming platforms in the world, Monaco is at the center of how the industry is moving from inventory-based buying to outcomes-driven partnerships. Monaco offers his read on the trends shaping 2026 and what it takes to win this Upfront season.
What do you think is the most significant trend this Upfront season?
The biggest shift we’re seeing is the industry’s push toward a truly holistic, 360 degree understanding of audiences and media performance. Advertisers want a unified view that shows how every channel contributes to outcomes – and they want the ability to plan, measure, and optimize with far greater precision. Disney has been investing for years in the data, technology, and automation that make this possible. Those investments are transforming how TV is bought and sold across live, linear, and streaming, giving our clients smarter, faster, and more measurable ways to connect with fans.
At the same time, we’re seeing a renewed focus on content. Brands want to be closer to the talent, IP, and cultural moments that shape conversation – and they’re approaching those opportunities with a campaign mindset rather than a one off activation. That’s driving meaningful growth in integrated storytelling, custom content, and streaming sponsorships across our portfolio.
Taken together, the Upfront is evolving from a marketplace centered on inventory to one centered on outcomes, integration, and experiences that deepen consumer engagement and drive real business impact. And that’s exactly where Disney is leading.
Where are you finding the most value – premium content, sports, or digital extensions?
We’re seeing meaningful value across all three – premium live content, sports, and digital extensions – because each plays a distinct role in how audiences engage today. Premium live moments and sports deliver unmatched scale, cultural relevance, and immediacy. They’re the moments people show up for together, in real time, and they continue to be some of the most powerful environments for brands.
Digital extensions then build on that foundation, deepening engagement, expanding reach, and enabling more personalized storytelling across platforms like social, where fans and brands connect in the moment. Increasingly, the real opportunity is in how these environments work together through a cohesive audience strategy. It’s not just about where impressions are delivered – it’s about how we identify, reach, and engage audiences across every touchpoint while keeping the message consistent and the context relevant.
Ultimately, the greatest value doesn’t come from any single channel. It comes from how premium live events, streaming, sports, and digital platforms converge into one unified ecosystem – creating more impact, more connection, and more measurable outcomes for advertisers.
What will define a “successful” Upfront season in 2026?
A successful Upfront season is defined by how effectively we connect our brand partners to the most impactful storytelling and the opportunities that drive measurable results. It starts with building a live event playbook that engages fans across can’t miss programming – from live sports to entertainment tentpoles and specials. Success means turning those shared cultural moments into trusted, strategic commitments with clients, while giving audiences even more of the content and experiences they love.
Advertisers consistently tell us they want to maximize the moment: leaning into live, intentionally joining the cultural conversation, and using data and technology to prove their investments delivered. That combination of cultural relevance and measurable performance is what defines real value
.
And as we look ahead to 2027, we’re poised to deliver one of the most premium slates of live events in the industry – the College Football Playoff Championship, the Grammys, the Super Bowl, and the Oscars. Together, they unlock unparalleled opportunities for brands to reach audiences at scale across both linear and streaming. That’s the kind of momentum that sets the stage for a truly successful Upfront.
