Ep 18: Upfronts, Streaming & Why TV Advertising Is Starting to Look Like Cable Again
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Ep 18: Upfronts, Streaming & Why TV Advertising Is Starting to Look Like Cable Again
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Narrated by:
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What are the TV Upfronts, and why do they still matter in the streaming era?
In this episode, Kelly and Sean break down how television advertising, streaming platforms, and digital media buying continue to evolve in 2026. From traditional TV Upfronts to modern NewFronts, they explain why streaming services are increasingly adopting strategies that resemble the cable television model many thought had disappeared.
The conversation covers the economics behind streaming advertising, why advertisers still reserve inventory months in advance, how connected TV (CTV) changed media buying, and why consumers may now be paying for “cable with extra steps.”
Kelly and Sean also discuss:
- The difference between Upfronts and NewFronts
- Why streaming platforms are leaning harder into advertising
- How ad-supported subscriptions are reshaping viewer behavior
- The growth of connected TV (CTV) advertising
- Why programmatic and digital media buying continue to evolve
- The changing economics of streaming platforms
- Why consumers are returning to ad-supported viewing options
- The future of television advertising and media strategy
If you work in advertising, media, streaming, digital strategy, or marketing analytics, this episode offers a practical breakdown of where the industry is heading next.
Key Topics Covered- TV Upfronts explained
- How streaming advertising works
- Connected TV (CTV) growth
- Why streaming is starting to resemble cable
- Programmatic TV advertising
- Ad-supported subscription models
- Digital media buying trends
- Streaming platform economics
- Consumer viewing behavior
- The future of television advertising
If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.
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