5 Things to Know Before Upfront Week

As media buyers, brand marketers, and network executives converge for Upfront Week, the industry finds itself at a pivotal moment. The evolution of consumer behavior, tech-enabled precision, and a growing demand for accountability are reshaping how television and video advertising are planned, bought, and measured. Linear TV remains a powerful medium, but it no longer stands alone. The rise of streaming giants and the proliferation of data are reshaping the very foundation of the upfront marketplace. To help buyers navigate this new terrain, here are five critical insights to keep top of mind during upfront negotiations.

1. Audience-Based Buying Is the New Standard, Elevating Data-Driven Linear

Gone are the days when advertisers bought TV inventory solely based on broad demographic segments like age and gender. Today, audience-based buying-targeting campaigns to specific consumer segments based on behaviors, interests, and purchase intent is rapidly becoming the norm. Advances in technology and measurement now allow marketers to deliver relevant ads to custom audience segments, such as “new parents” or “in-market car shoppers,” wherever and whenever they’re watching

This approach unlocks access to consumers who collectively spend nearly $4 trillion annually, representing 41% of total U.S. spending. This is not a passing trend; it’s the future of effective media planning. As audience-based buying grows, networks and streaming platforms are investing heavily in advanced advertising products that go beyond traditional age-and-gender targeting, enabling brands to reach their most valuable customers with unprecedented precision.

But here’s what’s critical: linear TV still delivers unmatched scale and premium content environments. It remains a vital part of most media plans, especially for reach and brand equity.

This is where data-driven linear comes in.

By using advanced data integrations and automated planning tools, advertisers can now bring the precision of digital to linear buys. Platforms like Simulmedia’s TV+® make it possible to target granular audience segments across national linear inventory, using deterministic or modeled first- and third-party data. These capabilities transform linear from a “spray-and-pray” channel into a strategic, audience-targeted powerhouse that can be measured and optimized in near real-time.

2. Cross-Platform Guarantees Are Becoming Table Stakes

The fragmentation of viewership across so many platforms demands a new approach to measurement and guarantees. No longer is it sufficient to buy media in silos; advertisers now expect cross-platform guarantees that ensure their campaigns reach the right audience across all screens.

Cross-platform guarantees ensure that impressions are delivered regardless of where the viewer consumes the content, reducing siloed reporting and enabling holistic campaign performance.

Many measurement leaders are working to develop unified currency models that are more viable, giving buyers confidence in multi-platform delivery. But not all partners are created equal. Advertisers should ask tough questions about methodology, transparency, and integration with their preferred measurement stacks.

Cross-platform guarantees are no longer a luxury but a necessity for advertisers aiming to maximize their media investments and ensure cohesive campaign execution across the increasingly complex media landscape.

3. First-Party Data Activation Is a Competitive Advantage

With third-party cookies on the decline and privacy regulations tightening, first-party data has become the gold standard for marketers. Brands that can effectively collect, organize, and activate their own customer data gain a significant edge in personalization and targeting. First-party data activation means using insights from CRM systems, website interactions, loyalty programs, and more to reach audiences across browsers, mobile, social, and CTV.

For advertisers, the ability to bring their own data to the table—and ensure it’s actionable in real-time—can unlock more relevant messaging and drive better business results. In fact, a recent report by Basis Technologies found that 77% of US marketing and advertising professionals already use first-party data as a cookieless solution, highlighting its significance in the evolving media landscape.

Networks and tech partners are racing to accommodate these needs through clean room integrations, identity resolution solutions, and privacy-safe onboarding tools. The key for marketers is investing in data-driven partners and data collaboration platforms that enable secure, privacy-centric data activation at scale.

4. Content Is Still King, but Context and Environment Matter More Than Ever

While premium content remains a critical draw for advertisers, the context and environment in which ads appear are now just as important. Content is what attracts audiences, but context, such as time of day, device, viewer mindset, and cultural moment, determines how that content is received and how effective advertising will be. In today’s cluttered media environment, contextual relevance and brand safety are rising priorities for media buyers.

Research by MAGNA and IAS shows that ads placed in contextually relevant environments see a 20-30% lift in recall and favorability. Additionally, viewers are more likely to trust—and engage with—ads that align with the tone and content of the programming they’re watching.

In the upfronts, this means going beyond the "what" to examine the "where." Buyers should consider questions like: Is this ad appearing in a brand-safe environment? Does the tone of the program match the message? Is the viewer in a lean-back, immersive state or distracted multitasking?

5. Outcomes Are the Ultimate KPI

Brands are demanding measurable business outcomes—whether that’s store visits, purchases, subscriptions, or app installs—as proof of campaign performance. Reach, frequency, and completion rates are no longer sufficient.

In stark contrast to the traditional GRP-focused negotiations of the past, a 2024 study by Deloitte found that 88% of CMOs plan to tie at least part of their upfront spend to outcome-based KPIs.

This shift is driving a new era of accountability, where advertisers expect real-time visibility into campaign performance and the ability to optimize media investments on the fly. Modern measurement tools now enable brands to track and attribute outcomes across platforms, moving from a “set it and forget it” approach to a dynamic, data-driven strategy that maximizes ROI.

As a result, more upfront deals are incorporating outcome-based guarantees or performance-driven pricing models. Advertisers are also pushing for real-time optimization, requiring platforms to shift impressions dynamically toward tactics that are driving results.

The implication for buyers is clear: choose partners that can not only deliver impressions but also connect media exposure to bottom-line metrics in a timely and transparent way.

In Summary

As the upfront marketplace continues to evolve, the most successful brands will be those that embrace data, demand accountability, and prioritize agility. Simulmedia is uniquely positioned to help you plan, execute, and optimize campaigns in this new era of television. We sits at the intersection of advanced TV, data-driven buying, and measurable outcomes. As you prepare for Upfront Week 2025, here’s how we can support your media strategy:

• True Audience-Based Planning: We help brands go beyond age/gender demos to reach high-value segments at scale—whether it's lapsed buyers, brand switchers, or CRM-based cohorts.
• Seamless Cross-Platform Execution: We offer integrated planning and delivery across linear and CTV, ensuring reach is optimized and waste is minimized.
• First-Party Data Onboarding at Scale: Get secure first-party data activation via partnerships with leading clean rooms and identity platforms. This lets brands use their own data to target, suppress, and personalize media without compromising privacy or compliance.
• Premium Content with Contextual Control: Our extensive inventory includes partnerships with top networks and premium streamers, giving advertisers access to brand-safe, high-quality environments.
• Guaranteed Business Outcomes: We don’t just deliver impressions—we drive results. From brand lift studies to closed-loop measurement (sales, site traffic, app installs), we help partners understand the true value of their media investments.