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Broadcast Networks Have Set Their Schedules, But What Time Does Upfront Ad Buying Start?

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deadline.com
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Dade Hayes Finance EditorNow that the last broadcast network (ABC) has set its 2020-21 schedule, the next question for the TV business is how and when networks will sell upfront advertising that helps keep the lights on.Madison Avenue marketing plans are on an uneven footing due to COVID-19, and the typical upfront negotiations held in the springtime are expected to drag on through the summer.

Live sports’ return remains a major question mark and production is at a standstill of now, leading most forecasters to predict the steepest drops in TV ad spending in at least a decade.In this murky climate, the broadcast networks have taken strikingly different approaches to scheduling and their message to advertisers.

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