The timeframe whereby advertisers and their agencies purchase broadcast, radio or other media time early in the buying season. Also referred to the programming presentation announcements by networks in advance of the buying season.
The buying of national television advertising time for a full broadcast year, (generally September through August) via one negotiation. Upfront buying usually requires representation throughout all four quarters; allows cancellation options in the last six months of a buy and generally allows audience guarantees to advertisers.
In the North American television industry, an upfront is a meeting of television network executives with the press and, more importantly, with major advertisers. It is so called as it signals the start of an important advertising sales period, allowing marketers to buy commercial airtime "up front", or several months before the season begins.