TV’s Next Upfront Really Isn’t About TV: Where Will Ad Dollars Go?

Home TV News Apr 24, 2026 8:10am PT TV’s Next Upfront Really Isn’t About TV: Where Will Ad Dollars Go? By Brian Steinberg Plus Icon Brian Steinberg Senior TV Editor bristei Latest TV’s Next Upfront Really Isn’t About TV: Where Will Ad Dollars Go? 5 minutes ago Fernando Mendoza Makes NFL Draft Appearance (With Help From LinkedIn) 15 hours ago Amazon’s Candace Parker Predicts Big WNBA Season in Store: ‘There’s More Movement Than We’ve Ever Seen’ 23 hours ago See All Mario Wagner The upfronts, the biggest national market for TV advertising, are still a central place for trading in billions of dollars tied to commercials. As for TV, not so much. With Madison Avenue increasingly focused on consumers who watch their favorite dramas, comedies, sports matches, movies and reality programs via streaming services, traditional TV ads are only one thing that will be up for sale at the industry’s annual conference. Each May, U.S. media companies converge on New York City to sell the bulk of commercial time tied to their new program schedules. Related Stories 'SpongeBob Tower Defense,' Highest-Earning IP-Based Game on Roblox, Launches 2.0 Version in Partnership With Paramount (EXCLUSIVE)