Advertisers have been pushing for changes to the upfronts and the broader media buying ecosystem for some time, with such calls becoming more prevalent during the COVID-19 pandemic. This new initiative is noteworthy for bringing together some of the world’s biggest advertisers to collaboratively voice their demand for change, including P&G, Unilever, Nestle, Mastercard, McDonald’s and Bank of America.
The timing is also notable, coming during a period of significant uncertainty driven by the COVID-19 pandemic, with broadcasters delaying new programming because in-person productions.
