{"id":9190,"date":"2022-05-16T15:59:36","date_gmt":"2022-05-16T15:59:36","guid":{"rendered":"http:\/\/localhost:10151\/?p=9190"},"modified":"2022-05-18T15:05:31","modified_gmt":"2022-05-18T15:05:31","slug":"why-buyers-are-thrilled-to-be-back-in-person-for-upfront-week","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-buyers-are-thrilled-to-be-back-in-person-for-upfront-week\/","title":{"rendered":"Why Buyers Are Thrilled to Be Back in Person for Upfront Week"},"content":{"rendered":"<p>Upfront week has always been about pomp and circumstance. Each year in mid-May, advertisers would make their pilgrimages from Madison Avenue to various stages in Manhattan, where TV networks would show off their shiniest new toys ahead of negotiations for the upcoming TV season. But then the pandemic hit in 2020, forcing media companies to cancel their annual events. And as the advertising world adjusted to virtual presentations, some marketers thought in-person upfronts were gone for good.<\/p>\n<p>\u201cWhen Covid first happened, I thought they were done and would never come back,\u201d Stacey Stewart, chief marketplace officer at media agency UM, said. After 2021\u2019s virtual presentations improved on the first year\u2019s \u201cclunky\u201d events, she continued, \u201cmy thought was that most of the media partners would look at it as a cost saving to do it virtually again.<\/p>\n<p>Read more on <a href=\"https:\/\/www.adweek.com\/convergent-tv\/why-buyers-are-thrilled-to-be-back-in-person-for-upfront-week\/\">Adweek<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Upfront week has always been about pomp and circumstance. Each year in mid-May, advertisers would make their pilgrimages from Madison Avenue to various stages in Manhattan, where TV networks would show off their shiniest new toys ahead of negotiations for the upcoming TV season. But then the pandemic hit in 2020, forcing media companies to [&hellip;]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-9190","post","type-post","status-publish","format-standard","hentry","category-thought-leadership"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why Buyers Are Thrilled to Be Back in Person for Upfront Week - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/why-buyers-are-thrilled-to-be-back-in-person-for-upfront-week\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Buyers Are Thrilled to Be Back in Person for Upfront Week - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"Upfront week has always been about pomp and circumstance. Each year in mid-May, advertisers would make their pilgrimages from Madison Avenue to various stages in Manhattan, where TV networks would show off their shiniest new toys ahead of negotiations for the upcoming TV season. But then the pandemic hit in 2020, forcing media companies to [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jp.umww.com\/en\/thought-leadership\/why-buyers-are-thrilled-to-be-back-in-person-for-upfront-week\/\" \/>\n<meta property=\"og:site_name\" content=\"UM JAPAN\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/UMCuriosity\" \/>\n<meta property=\"article:published_time\" content=\"2022-05-16T15:59:36+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-18T15:05:31+00:00\" \/>\n<meta name=\"author\" content=\"shajibur.rahman@interpublic.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:site\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"shajibur.rahman@interpublic.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-buyers-are-thrilled-to-be-back-in-person-for-upfront-week\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-buyers-are-thrilled-to-be-back-in-person-for-upfront-week\\\/\"},\"author\":{\"name\":\"shajibur.rahman@interpublic.com\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\"},\"headline\":\"Why Buyers Are Thrilled to Be Back in Person for Upfront Week\",\"datePublished\":\"2022-05-16T15:59:36+00:00\",\"dateModified\":\"2022-05-18T15:05:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-buyers-are-thrilled-to-be-back-in-person-for-upfront-week\\\/\"},\"wordCount\":152,\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"articleSection\":[\"Thought Leadership\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-buyers-are-thrilled-to-be-back-in-person-for-upfront-week\\\/\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-buyers-are-thrilled-to-be-back-in-person-for-upfront-week\\\/\",\"name\":\"Why Buyers Are Thrilled to Be Back in Person for Upfront Week - 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