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In the television industry, an upfront is a gathering at the start of important advertising sales periods, held by television network executives and attended by major advertisers and the media. 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.
The first upfront presentation was made by ABC in 1962, in an attempt to find out how advertisers felt about the network's new shows.