03 04 05 06 07 08 Overview 09 10 11 It’s been over half a century since the first television upfronts in 1962. Add that to the viewership landscape being more fragmented than ever and the rules for advertisers to 12 utilize measurement have been rewritten. 13 In today’s world of myriad screens, traditional approaches to media buying simply won’t 14 cut it. The relevancy of legacy ratings-based buying currency has entirely shifted to new players with better technology for measuring outcome-based advertising. A traditional approach to TV Upfronts doesn’t get you the full potential reach of your target audience nor the positive impact on your business. Brands and agencies failing to adopt new omniscreen strategies at the rapid pace with which audiences themselves are changing have a lot to lose. What exactly is at stake? With over $20B in TV advertising dollars estimated to be committed in upcoming weeks, inefficient ad spend could result in millions - or even billions - of dollars of waste. The good news, however, is that audiences are utilizing more screen time than ever. With a creative approach you can leverage new methods and tactics to triumph in today’s television landscape. This guide has 10 distinct strategies that can help you leverage the chaos of the shifting environment and turn your Upfront strategy into a competitive advantage for your brand or agency.