Much of the television media business is secured during the annual upfronts season, when advertisers commit to a specific level of spending with a media network in exchange for better rates.
Given this one-time, bulk commitment, it is crucial for financial decision-makers to understand the upfront market. This guide demystifies the process, exploring how these commitments impact cash flow and budgeting while highlighting the differences between upfront and scatter buys.

This guide:

  • Outlines the mechanics of upfront deals, including pricing structures based on audience guarantees
  • Explores issues related to the management of Audience Deficiency Units (ADUs)
  • Weighs the costs and benefits of participating in the upfront market, providing best practices to maximize effectiveness