Automotive marketers can skip the TV Upfronts and still score streaming ad deals.

At its core, the upfront marketplace is an advance-buying system. Brands commit a portion of their ad budget to reserve premium traditional TV inventory for the upcoming season, with networks guaranteeing a projected audience size. In return, advertisers typically get more favorable rates and first pick of high-demand slots.

Upfronts have been around since the early 1960s, when TV networks began previewing their upcoming content to media buyers. It was a way to secure advertiser dollars before shows even aired, minimizing financial risk and locking in revenue. For decades, this model defined how TV inventory was sold—serving networks far more than advertisers.

Streaming platforms have redefined the traditional upfront model, some dubbing their version as “newfronts,” offering advertisers more flexibility and agility. These newer buying arrangements—often called endeavor deals—let advertisers set spending goals instead of fixed commitments. When those goals are met, buyers unlock perks like lower ad rates, early access to premium inventory, or new ad formats.

These deals offer flexibility without the downside. Advertisers aren’t penalized if they don’t hit their goals—there’s just no bonus perks. Some platforms also offer generous cancellation terms. Advertisers can cancel up to 100% of a campaign as little as 14 days before it runs. Roku has even introduced a two-day cancellation window.

This level of flexibility stands in stark contrast to traditional linear TV, which still requires rigid, long-term commitments. Combine that with the fact that streaming now dominates total TV viewership, and it’s easy to see why this model is so appealing to modern advertisers.

The glitzy New York showcases aren’t open to the public, but some of the larger automotive marketing agencies may get an invite. For individual dealerships or groups, this means you’re not directly involved, but your media spend could still benefit if your agency or media buyer has upfront commitments with streaming platforms or publishers.

But while these events may grab headlines, the real opportunities often lie beyond the upfronts.

In fact, many media buyers secure better terms outside the upfront window. Q1, for example, is often referred to as supply season. That’s when media partners renegotiate annual contracts based on new platform offerings, fiscal-year timing, and advertiser demand.

These deals often include meaningful perks—like better access terms, lower price points, early looks at new ad tech and formats, and priority bidding arrangements. And unlike upfronts, these opportunities are available to buyers of all sizes—as long as they have a connection.

So, while you’ll probably see a lot of headlines about inventory in the coming weeks, don’t stress if you’re not part of those conversations. Chances are, your media buyer is already in the mix—finalizing deals, leveraging relationships, and (ideally) securing discounts and priority access on your behalf.

If you’re a dealership, automotive group, or agency trying to get more from your media budget, you don’t need to go it alone. From figuring out which platforms to use to managing integrations and negotiations, streaming supply management is a full-time job.

That’s where a well-connected media partner can make all the difference. Someone who understands the nuances of the supply chain, knows where the real opportunities are, and has access to deals that aren’t always public.

At EMG, we’ve built direct relationships with over 200 streaming apps and operating systems. That gives us access to private inventory, early product rollouts, and premium placements that might otherwise be tough to reach. Whether you’re a large group or a single rooftop, we work to open doors that save you time, stretch your budget further, and give you access to the full streaming ecosystem.

Streaming’s complicated. Working with it shouldn’t be.