2026 TV upfronts recap: Hi-tech ad buying, creator fever and 'Baywatch'
Key takeaways
- I think the new model is, which 10 million people watch this ad.”
- Here’s a sampling of what ad executives were seeing and hearing this week:
- Every company presentation touted advancements in the ability to target consumers now that advertising has become the main source of revenue growth in the streaming business.
A May 11 presentation in New York features “Baywatch” stars Brooks Nader, left, Thaddeus La Grone, Hassie Harrison, Stephen Amell, Livvy Dunne, Jessica Belkin, Shay Mitchell and Noah Beck. (Ben Hider) By Stephen Battaglio Staff Writer Follow May 16, 2026 3 AM PT 7 min Click here to listen to this article Share via Close extra sharing options Email Facebook X Linked In Threads Reddit Whats App Copy Link URL Copied! Print 0:00 0:00 1x This is read by an automated voice. Please report any issues or inconsistencies here.
The television industry has changed dramatically over the last decade, but one tradition that won’t die is the annual gathering of ad-buying execs in Manhattan to hear the pitches of networks and streamers looking to sell their commercial time.
This past week’s lavish presentations, known as the upfronts, included the usual array of big-name actors (Arnold Schwarzenegger and Jennifer Lopez), NFL legends (Tom Brady and Mike Tomlin) and “Real Housewives,” past and present.