<description>&lt;p dir="ltr"&gt;Media Reporter Brandon Doerrer breaks down the trends defining this year's TV upfronts, including top questions to look out for from NBCUniversal, Disney, Amazon, Netflix, Warner Bros. Discovery and more. He discusses how factors from outcomes-based measurement to agentic AI buying tech and short-form video formats in streaming will play into negotiations. Plus, how CMOs can ensure transparency around principal media buying in dealmaking.&lt;/p&gt; &lt;p dir="ltr"&gt;Dig deeper on the topics mentioned in this week's episode:&lt;/p&gt; &lt;p dir="ltr"&gt;~2026 TV Upfronts calendar&lt;/p&gt; &lt;p dir="ltr"&gt;~&lt;a href= "https://adage.com/events-awards/tv-upfront/aa-agentic-ai-arrives-2026/"&gt;What agentic AI means for upfront negotiations&lt;/a&gt;&lt;/p&gt; &lt;p dir="ltr"&gt;~&lt;a href= "https://adage.com/events-awards/tv-upfront/aa-tv-measurement-changes-ahead-of-upfronts/"&gt;TV measurement changes impacting the upfront&lt;/a&gt;&lt;/p&gt; &lt;p dir="ltr"&gt;~&lt;a href= "https://adage.com/media/media-buying-planning/aa-magnite-launches-buyer-agent/"&gt;Magnite's agentic media buying test with Disney&lt;/a&gt;&lt;/p&gt; &lt;p dir="ltr"&gt;~&lt;a href= "https://adage.com/events-awards/tv-upfront/aa-media-transparency-changes-2026/"&gt;What to ask about media transparency and the upfront&lt;/a&gt;&lt;/p&gt; &lt;p dir="ltr"&gt;~&lt;a href= "https://adage.com/events-awards/mid-size-brand-leaders/aa-2026-eligibility-deadline/"&gt;Apply for the Ad Age Mid-Size Brand Leaders award&lt;/a&gt;&lt;/p&gt; &lt;p dir="ltr"&gt;~&lt;a href= "https://adage.com/ad-age-video-podcast/marketers-brief/aa-brand-heritage-samsonite-vp-of-marketing/"&gt;Listen to the Marketer's Brief podcast&lt;/a&gt;&lt;/p&gt;</description>

Ad Age Insider

Ad Age

Inside the TV upfronts—winners and losers, measurement and AI, with Brandon Doerrer

MAY 8, 202627 MIN
Ad Age Insider

Inside the TV upfronts—winners and losers, measurement and AI, with Brandon Doerrer

MAY 8, 202627 MIN

Description

Media Reporter Brandon Doerrer breaks down the trends defining this year's TV upfronts, including top questions to look out for from NBCUniversal, Disney, Amazon, Netflix, Warner Bros. Discovery and more. He discusses how factors from outcomes-based measurement to agentic AI buying tech and short-form video formats in streaming will play into negotiations. Plus, how CMOs can ensure transparency around principal media buying in dealmaking. Dig deeper on the topics mentioned in this week's episode: ~2026 TV Upfronts calendar ~What agentic AI means for upfront negotiations ~TV measurement changes impacting the upfront ~Magnite's agentic media buying test with Disney ~What to ask about media transparency and the upfront ~Apply for the Ad Age Mid-Size Brand Leaders award ~Listen to the Marketer's Brief podcast