☕ What marketers are focused on during upfronts

Marketing Brew··1 min read
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AI Summary

This edition of Marketing Brew covers the 2026 upfronts season, where advertisers are prioritizing measurement and flexibility over content in dealmaking, with Disney holding leverage due to the 2027 Super Bowl on ABC/ESPN. The WNBA's 30th season kicks off with a ~40% YoY increase in sponsorship revenue and new blue-chip partners including P&G, Mars, and Amazon Web Services. Amazon also unveiled Dynamic TV Creative ahead of its upfronts presentation, a feature that personalizes Prime Video ads using shopper data.

Key Facts

✓Disney holds outsized upfronts leverage in 2026 as ABC and ESPN will air the 2027 Super Bowl, making it a prerequisite for major ad deals.
✓The WNBA enters its 30th season with ~40% YoY sponsorship revenue growth, adding blue-chip brands Procter & Gamble, Mars, and Amazon Web Services.
✓Amazon launched Dynamic TV Creative ahead of its upfronts presentation, auto-personalizing Prime Video ads using shopper data, with broader availability in Q3.

Author Takes

BearishMarketing Brew

Upfronts relevance vs. other industry events

Upfronts has lost its glamour to Cannes, with senior clients now spreading attention across CES, ANAs, Possible, Upfronts, and Cannes rather than treating upfronts as the singular focus.

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