DIGIDAY – 12/03/2020
Tim Peterson
Coronavirus has not canceled the upfronts, but it is changing the TV-and-video industry’s annual ad buying cycle.
YouTube and Twitter have joined Fox News, A&E Networks and AMC Networks in deciding to cancel its in-person upfront presentation in light of the coronavirus outbreak. Meanwhile, the Interactive Advertising Bureau will enable Digital Content NewFronts presenters to stream their presentations. More TV networks, streaming services and digital video publishers are likely to follow suit. But, that trend is unlikely to derail upfront deals from getting done, according to agency executives. “It will have no impact on the marketplace,” said one ad agency executive of the presentation cancellations.