The Upfronts are always the biggest time of year for those in the US television space and this year the stakes were as high as ever with digital now capturing higher budgets.

All the major networks rolled out their biggest stars to promote their new programming and full schedules in an effort to entice ad buyers.

As expected there were high moments, low moments, and some flat out weird moments.

One of the recurring themes was the issue of brand safety, a topic we addressed in Volume 50 of 4C’s Insights.

Indeed, this is an area where TV has a leg up over online video portals that feature user-generated content.

That said, there is plenty of premium brand-safe programming available over-the-top (OTT) through digital platforms.

These opportunities were showcased as part of the NewFronts, the digital version of the TV Upfronts, and you should really (kind of) care.

This year’s NewFronts featured everything from new partnerships to new talent and, of course, 360-degree ad spots.

Much of the attention (and tension) around the Upfronts and NewFronts centered on measurement with each side claiming to have its distinct advantages.

As discussed in last week’s newsletter, in today’s polarized political climate of red states and blue states, brands have to choose between taking sides or staying silent.

Fortunately, when it comes to TV and digital, it’s not an either/or proposition.

When marketing is executed in the moment across screens, the best laid plans of ad women and men shall never go awry.

Please excuse all the Steinbeck/Seuss mixed metaphors and enjoy the rest of 4C’s Insights.

Read the rest of 4C’s Insights Volume 57 here.

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