As another upfront season approaches, ad buyers are under more pressure than ever to maximize results. Meanwhile, the TV marketplace itself keeps shifting rapidly—with tech innovation and evolving consumer habits at the heart of it. Since disruption is now the norm, how can brands break through complexities and enhance their ad buys?

We all know the TV industry is continuing to go through a period of rapid transformation: cross-platform complexity, shifting consumer behaviors, changes in currency and measurement, and much more. But let’s be honest. While these innovations offer great opportunities, it can also be complicated to navigate the current state of our industry. This is especially true for trying to determine which strategies, products, and trends are worthwhile for achieving what matters most: connecting directly with target audiences and driving full-funnel business goals. 

During this year’s upfront presentations, one clear theme came up repeatedly. And, finally, it wasn’t fragmentation. Instead of media companies contending with our fragmented media reality and to what extent it’s an opportunity or a pain point, conversations this year centered on a different go-to “f” word: fandom. We're in an era where audiences’ power of choice—selecting what to watch, where, and when—is king. It makes sense for the passionate fans who watch and engage with their favorite shows to take center stage during upfront season, too.