Jimmy Fallon greeted the crowd at what he called “the NBA upfront” before correcting himself at the NBCUniversal upfront presentation on May 12. He had it right the first time.
Sports has played a primary role in TV networks’ and more recently streaming services’ upfront shows for years. But this year it was the show and is expected by agency executives to dictate the upfront marketplace to a greater degree than previously.
While many ad buyers expect the amount of money committed in this year’s upfront overall across traditional TV and streaming to be flat if not down compared to last year, the sports side of the upfront is another story.
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