As upfront negotiations near, buyers chart path through complex sports market
April 20, 2026 The annual television upfronts season, which kicks off in just a few weeks, will confront media buyers and brands with a sports media market of unprecedented complexity. Brands aiming to dominate coverage of the NFL, MLB or NBA will have to plan around a large cast of rights-holders, each with different format and schedule offerings that complicate campaign strategies a...
