From Households to Humans: How First-Party Data Could Reshape the Upfronts

The 2026 upfront season has arrived, when media companies showcase their upcoming content and advertisers seize the opportunity to secure prime placement in front of millions of viewers. This strategic period sets the stage for the entire TV season, influencing buying decisions and gauging the health of the advertising ecosystem. In this episode, Mike Reynolds sits down with Sean Cunningham, President and CEO of the Video Advertising Bureau, to explore how the media landscape is transforming. From streaming giants reshaping consumer expectations to the rise of connected TV, the conversation reveals why premium video content — defined by professional production, emotional engagement, brand safety, and transparency — remains the gold standard for marketers, regardless of platform. But there's a catch: questions about long-accepted currencies have created measurement instability, particularly for cable entertainment and key demographics. Cunningham discusses whether first-party data from media companies might be the next solution to the industry's currency crisis. Will this year's upfront finally bring stability to video advertising, or are we headed for another round of marketplace uncertainty? And as non-human traffic dominates the internet, how will marketers ensure their premium video investments actually reach real consumers? More S&P Global content: Kagan Media & Telecom Summit 2026 Featured experts: Sean Cunningham, VAB CEO and President  Credits: Host/Author: Mike Reynolds Producer/Editor: Sarah James www.spglobal.com www.spglobal.com/market-intelligence