Agency execs expect sports to push the upfront’s pace, pricing with up to double-digit spending increases
By Tim Peterson • May 19, 2025 • Ivy Liu 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’ andContinue Reading