Spring marks an important time for publishers and platforms–it’s NewFronts and Upfronts season. At these annual advertising events, the industry convenes to learn about all the new and returning–and what data and technology offerings they are releasing to stay current with their competitors and consumption trends. From contextually aligned ads to clean rooms, from AI impact and innovation to beautifully produced content that drives the finest storytelling, many topics were covered. Three takeaways stood out that signal what the industry is thinking about.
Theatricals as everyday viewing
Movie studios were a major topic of discussion during Upfronts week, with premieres and first-look trailers generating significant buzz. Their presence at the Upfronts signals a major shift: studios are no longer considered separate entities. In fact, their streaming releases are often outperforming a network conglomerate’s platform originals–proving that film content plays a critical role in driving audience engagement and platform value. While we all know the power of theatricals on the largest screen, there is a shift to promoting them on the other largest screen: that of the TV and in CTV environments. This shift has three key effects: it gives brands and advertisers the ability to be a part of these culture-moving events at scale, it widens the accessibility of the content, and it extends access to broader audiences outside of traditional movie goers.
Creators are coming to the big screen, making themselves and partner brands more discoverable
As a way for creators to gain broader reach, greater discoverability, and forge deeper connections with audiences—what one partner aptly called “mass intimacy”–many presenters are bringing creators to the largest screen in the home: TV. They emphasized how publishers and partners have the opportunity to unite the already-successful socially driven creator content with audiences at scale to seamlessly create brand moments and shoppable options that go beyond their current following. This evolution is a reflection of the growing influence of the retail landscape and the power of creators. Creating moments of commerce is helping to shape decisions around new ad products, formats, and the push to become an engaging space for consumers to discover brands. To achieve this, publishers and OEMs are offering new TV home screen units, carousel ads, and creator-led “ads” that echo the entertainment proposition of home shopping networks but for the younger generations. Creators bring powerful stories, drive real impact in communities, and showcase brands with unmatched authenticity—making a strong creator and influencer strategy essential in today’s marketing landscape.
Live events continue to drive growth in appointment viewing
For years, video-on-demand has dominated—giving consumers the freedom to watch on their own terms and allowing brands to connect whenever and wherever audiences chose to engage. But now, a new trend is emerging: appointment viewing is growing. While live sports remain the core major draw for real-time audiences, other live events—such as the Academy Awards and the Grammy Awards—are also seeing increased live viewership. Platforms and publishers are leaning into this momentum, investing in live viewing opportunities and exploring deeper partnerships and sponsorships that harness the energy of real-time engagement to drive cultural relevance and measurable impact. For brands, these moments present a unique opportunity to cut through the noise, foster meaningful connections, and spark authentic conversation.
That’s a wrap
This season of NewFronts and Upfronts illustrated that, in today’s evolving media landscape, it’s all about accessing the most compelling content and showing up where audiences are most engaged. Purposeful partnerships and strategic placements—whether through cinematic storytelling, live moments, and/or creators—are key to reaching consumers at scale and making a lasting impact.
Marketing will continue to evolve with new technologies, offerings, insights, and research, but one constant remains: the power of storytelling. Emotionally driven content that captivates, moves, entertains, and offers a momentary escape will always be at the heart of impactful work. At its core, these weeks symbolize innovation through entertainment—and the months ahead will reveal how those evolutions come to life.
