Measurement takes center stage at upfronts

2026-05-12

This year's upfronts have shifted focus from content to measurement and proven outcomes, with marketers emphasizing the importance of flexibility in dealmaking amid economic volatility. Disney's broadcast of the 2027 Super Bowl is a highlight, but ad buyers prioritize brand performance and the value of ad dollars. "It's now less about the content that's being released, and more about the outcomes that it's going to generate," says Ashley Hutchings, vice president of digital and partnerships at KSM.

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