TV Upfronts in the Coronavirus Era: Industry Braces for a Sluggish Ad Market

“There is not a mad rush to begin negotiations,” one media buyer tells TheWrap

In a normal year, networks and advertising executives would be on their way to Radio City Music Hall today to listen to NBC tout its fall lineup.

But the reality of the coronavirus pandemic, which hit the TV industry in mid-March, will instead force advertisers to be treated to a virtual presentation that will be heavy on marketing data and light on celebrities. Many other networks will attempt to cater to advertisers virtually as well, either with one big presentation or smaller meetings over Zoom.

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Tim Baysinger

Tim Baysinger

TV Reporter • tim.baysinger@thewrap.com • Twitter: @tim_bays