Do TV Upfronts Still Matter Anyway Now That Coronavirus Wiped Out This Year’s Event?

“That’s going not to stop business from happening,” The Media Kitchen’s Barry Lowenthal tells TheWrap

If Jimmy Kimmel isn’t on hand at New York’s Lincoln Center for his annual upfront roast, will ABC still be able to woo ad buyers for its upcoming fall slate?

The coronavirus pandemic has wiped out pretty much any major gathering around the world as countries try to slow the spread of the COVID-19 disease. That reality hit the TV industry this week as all upfront events were called off and in favor of virtual or digital presentations to advertisers of their upcoming season of programming. Media buyers are preparing for what is going to be a very unconventional upfront season.

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Tim Baysinger

Tim Baysinger

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