For Wieser, ‘Strong Commitments’ Are An Incomplete Upfront Tale
Upfront advertising activity still matters a lot. And, that's what concerns Brian Wieser of Madison & Wall. Before the 2026-2027 Upfronts began, his firm expected linear TV upfront volumes to decline by 4.4%. As the summer progressed, it appeared that the market was "somewhat weaker" than initially expected.

