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Lexicon could receive as much as $75 million in upfront and near-term payments if certain milestones are hit with the drug鈥檚 development. That could increase up to $1 billion if the deal meets agreed upon development, regulatory and sales milestones.

Nielsen still leads despite its rocky few years and a growing list of competitors, and the recent Big Data + Panel certification will help it protect its throne at this year鈥檚 Upfronts. Paramount鈥檚 switch to VideoAmp also revealed problems with convincing advertisers to adopt new currencies.

Events like Coachella are capitalizing on that opportunity: Around 60% of general admission ticket buyers used the festival鈥檚 payment plan option for their purchase, which enabled them to snag admission for as little as $49.99 upfront, per Billboard.

Building proprietary tech stack components in-house can have long-term payoffs, but upfront costs make this out of reach for most retailers. Read the full report, Future-Proofing Retail Media for the Next Chapter.

Sports programming remains a relatively bright spot, but entertainment companies heading into Upfront season will need to lean heavily on live events and proven franchises to secure commitments. Our take: Marketers who can stay agile, build contingency plans, and focus on value-based messaging are more likely to come out ahead.

Streaming makes ad spending gains, Netflix experiences growing pains, and advertisers encounter a soft upfront market.

Traditional media formats like TV and print are likely to suffer further as marketers pull back on long-term commitments, which will undoubtedly impact Upfront negotiations. The situation introduces additional volatility just as advertisers are heading into seasonal planning periods for back-to-school, holiday, and Q4 campaigns, which could drive more cautious investment.

Disintermediation is getting real, upfront advertisers want their programmatic CTV spending accounted for, and Google shares early results from the Privacy Sandbox.

The 2023 upfront market will likely be the last one transacted primarily on Nielsen鈥檚 legacy currency. A shift from traditional TV to digital video advertising is the main factor driving this change.

Offering free cross-device syncing with desktop could further boost adoption by allowing users to start editing on the go and finish at home without the upfront cost.

US upfront TV ad spend will decline this year by 2.5% and again in 2025 by 4.5%, marking three years of decline, per our May 2024 forecast.

Lilly dished out $45 million upfront to discover small molecule therapies aimed at multiple disease targets, with the potential for up to $1.7 billion to go Isomorphic鈥檚 way if certain performance-based milestones are met. In a similar arrangement, Novartis paid $37.5 million in cash upfront with the potential for Isomorphic to receive another $1.2 billion.

Clients and brands should be upfront about AI use, Adana said. Policy may not dictate AI disclosure, so marketers should lead by example. 鈥淏ecause transparency isn鈥檛 right now woven into the best practices, we need to be transparent with how we鈥檙e using AI,鈥� she said. Something as simple as using the 鈥渕ade with AI鈥� label on social media posts can help normalize AI transparency in the industry.

Linear upfront spending is expected to remain flat for the foreseeable future, but marketers are increasingly turning to connected TV (CTV), with advertisers projected to spend more than $8 billion on CTV ads at this year鈥檚 upfronts and NewFronts.

The 2024鈥�2025 upfronts and NewFronts promise to be interesting. This year鈥檚 planning season will showcase the interplay between consumer preferences and TV viewing habits, underscoring the urgency for industry-wide innovation and flexibility.

Disney adapts to industry challenges: House of Mouse emphasizes ESPN's sports offerings and nonscripted content at upfronts.

Linear TV has been the bread and butter of upfront advertising. Although linear TV is declining, upfront spending will outlive it as commitments shift to digital inventory.

Upfront ad deals could help offset future fluctuations in spending. The strategy is a page out of X CEO Linda Yaccarino鈥檚 playbook: Before joining X in 2023, she led advertising at NBCUniversal. Like other TV networks, NBCU tends to secure a large chunk of its annual ad revenues in advance through upfronts.

All eyes have been on streaming at this year鈥檚 upfronts. Sports are moving to digital, new (and old) trends are emerging for ad buying and delivery, and political advertising has been surprisingly quiet. Here are four themes that stood out this upfronts season.

Prime Video hosts first upfront show: Amazon unveils a star-studded lineup of new series, movies, and sports content to attract advertisers.

At NBCUniversal鈥檚 Upfront, ads and content share center stage: Return on ad spend, AI concerns, and streaming-first projects were all featured.

Netflix tallies its ad-supported subscriber count ahead of Upfronts: A survey shows it could have 22 million US subscribers as it enters an Upfront period rife with competition.

It鈥檚 been an upfronts season like none other as digital creeps into linear鈥檚 territory and the Writers Guild of America writers鈥� strike rages on. 鈥淲e鈥檙e kind of at an inflection point,鈥� said our analyst Paul Verna. From a buyer鈥檚 market to tumult at NBCUniversal, here are five trends Verna noted from upfronts so far.