Definitions for upfront
frank and honest
"he was upfront about his intentions"
Kernerman English Learner's Dictionary
direct and honest
He was very upfront with me.
paid in advance of the full amount
an upfront payment/fee
A meeting of network executives with the press and major advertisers, signaling the start of advertising sales for a new season
To bring to the fore; to place up front for consideration
As an attacker
He's a poor defender, so we always play him upfront.
honest, frank and straightforward
In a forward, leading or frontward position.
paid in advance
In the North American television industry, an upfront is a meeting hosted at the start of important advertising sales periods by television network executives, attended by the press and major advertisers. It is so named because of its main purpose, to allow marketers to buy television commercial airtime "up front", or several months before the television season begins. In the United States, the major broadcast networks' upfronts occur in New York City during the third week of May, the last full week of that month's sweeps period. The networks announce their fall primetime schedules, including tentative launch dates for new television programming, which may be "picked up" the week before. The programming announcements themselves are usually augmented with clips from the new television series, extravagant musical numbers, comedic scenes, and appearances by network stars, and take place at grand venues such as Lincoln Center, Radio City Music Hall or Carnegie Hall. It is also the time when it is announced which shows are cancelled for the next season. In recent years, the networks have mostly revealed this information to the public a few days before the actual presentation. Most cable networks present earlier in the spring since they usually program for the summer months; press attention to these announcements is usually much lighter.
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