The 2023 upfront market will likely be the last one transacted primarily on Nielsen’s legacy currency. A shift from traditional TV to digital video advertising is the main factor driving this change.

As with nearly everything, the coronavirus has affected US political activity: Campaign staff are working remotely, presidential debates were held without audiences and the Democratic Party weighed the possibility of a virtual convention. And like commercial brands, it seems that political campaigns could be putting some of their advertising efforts on hold.

More people are leaving pay TV for digital alternatives, as TV networks increase their subscription costs and end promotional prices.