The media landscape is undergoing a profound transformation, a shift made evident at this year’s Upfront events. From the pivot to streaming, to the convergence of content and commerce, to AI-powered everything, it’s clear media companies are navigating a new era of evolution. We asked some leaders in the business, what were the biggest takeaways from this year’s presentations?
The ability for premium content to drive advertising effectiveness will be the biggest takeaway from the Upfronts this season. For marketers, it’s not just about finding scale — it’s about reaching the right audience at the right time, when they’re deeply engaged. That’s what drives real business results. – Alison Levin, President, Advertising and Partnerships, NBCUniversal
Sports took center stage at the Upfronts for Fox, NBC, and Disney, underscoring the unmatched draw of live events. All three spotlighted college football, while NBC and Disney also leaned into new NBA content. NBC further elevated its pitch with a look ahead to the 2026 Winter Olympics. Fox, meanwhile, used its TUBI platform to target Gen Z with edgy comedy and influencer-driven content.
These moves reflect a shifting media landscape where live sports remain a safe bet amid market uncertainty. While some advertisers may hold back spend, we’re likely to see increased activity in the scatter market and local DMAs. Still, the one constant? Brands will keep investing in premium sports and the networks know it. – Mel Greve, SVP, Investment Solutions, Kelly Scott Madison
There’s a lot to be hopeful about right now. Yes, things are uncertain, but that also means we have a chance to build something better. The people I talk to want clarity. They want ideas and solutions that help them move forward. That starts with showing up, listening, and creating tools that help people do their jobs better. We don’t need all the answers today, but we do need to be willing to figure them out together. — David Cohen, CEO, IAB
Content and storytelling is still king, but data, technology and outcomes are table stakes for brands today. Advertisers are leaning in to the intersection of live events and sports in broadcast to drive engagement, and unlocking incremental reach across streaming to connect with discrete audiences. You’re also seeing strength in recurring, multi-year relationships rooted in trusted collaboration, which remain consistent despite our dynamic times. Brands continue to invest in impactful, custom creative and important tentpoles like women’s sports and live entertainment, where viewership has not only remained steady – but accelerated. – Adam Monaco, EVP of Sales, Disney Advertising
Buyers are seeking the integration of AI technology across campaign planning, execution and measurement for both managed and self-service deals. The availability of these AI-powered tools have allowed businesses of all sizes to benefit from programmatic buying and voice-to-execution capabilities – something that was not previously possible in a democratized way. Additionally, the introduction of generative AI video tools is lowering creative barriers for advertisers, making high-quality video and display advertising accessible to a broader range of clients through intuitive, self-service options. It’s a trend that benefits the viewer experience as well, providing them with hyper-relevant, interactive ad experiences within premium content. – Alan Moss, Vice President, Global Ad Sales, Amazon Ads
One of the biggest takeaways from this year’s Upfront is that in a climate of uncertainty, durability and differentiation win. Growth will come to those who know who they are and who they serve. At TelevisaUnivision, we’re leaning into our legacy — and evolving it — with a content-first approach built to connect with young, passionate Hispanic audiences.” – Donna Speciale, President of US Advertising Sales and Marketing
This year’s Upfront and NewFront presentations underscored that while premium content remains essential, flexibility has become a top priority. Advertisers are looking for partners who can move quickly, adjust to shifting consumer habits, and provide clear, transparent results. The push isn’t just for reach—it’s for smarter, more strategic alignment that delivers meaningful outcomes. As the lines between platforms continue to blur, success will depend on how well we adapt, stay accountable, and help brands connect with audiences in more agile and effective ways. – Scott Kohn, REELZ EVP and Head of Ad Sales
1) AI has arrived!!!
2) Streaming and CTV continue to achieve unprecedented growth.
3) Live sports is a must.
4) Advanced measurement is key.
We are very optimistic that clients will continue to lean in this upfront season and reward media companies like Allen Media Group that have demonstrated tremendous growth across linear, streaming, and live sports. Most importantly, we must continue to deliver 100 percent of their ad buy in the quarter and flight dates purchased, because none of our clients in this economy can afford ANY under-delivery. – Byron Allen, Founder/Chairman/CEO of Allen Media Group
“In a media landscape that often shifts with social trends, we believe there’s enduring value in content rooted in faith, family, and country. At Great American Media, we’re not just telling stories — we’re creating destinations for connection, reflection, and shared values. Our goal is to offer audiences a consistent, meaningful, no-surprises alternative in a fragmented entertainment environment.” – Bill Abbott, President and CEO, Great American Media
