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The television industry has changed dramatically over the last decade, but one tradition that won’t die is the annual gathering of ad-buying execs in Manhattan to hear the pitches of networks and streamers looking to sell their commercial time.

This past week’s lavish presentations, known as the upfronts, included the usual array of big-name actors (Arnold Schwarzenegger and Jennifer Lopez), NFL legends (Tom Brady and Mike Tomlin) and “Real Housewives,” past and present.

Jennifer Lopez and Brett Goldstein speak onstage during the 2026 Netflix Upfront at Sunset Pier 94 Studios on May 13.

(Dimitrios Kambouris/Getty Images for Netflix)

The selling buzzwords are far different from the days when the presentations were a vehicle for networks to boast about their ratings and present new program line-ups. The 2026 upfronts talked a lot about “connections” and “community” as the personalized nature of TV viewing brought on by streaming video-on-demand has been fully integrated into the buying and selling of commercials.

“Three of us could be watching the same show, maybe at a different time, maybe at the same time, but receive very different advertising based on what ad technologies, know about us as an audience segment,” said Josh Mattison, executive vice president of digital revenue pricing, planning and operations for Walt Disney Co. “The old model would be, hey, did 10 million people watch this ad? 
I think the new model is, which 10 million people watch this ad.”

Here’s a sampling of what ad executives were seeing and hearing this week:

Using new ad tools that target viewers

Every company presentation touted advancements in the ability to target consumers now that advertising has become the main source of revenue growth in the streaming business. They also played up new services — such as NBC’s Performance Insights Hub — providing advertisers with up to date information on the effectiveness of their advertising so they can adjust accordingly.

Streamers can take the consumer research collected by advertisers and align them with the viewing habits of their subscribers. The data are analyzed in a secure room to protect consumer privacy.

Netflix doesn’t ask subscribers for personal information in the sign-up process, as it can discourage people from buying the service. But the company does use the viewer habits on the platform to help advertisers reach the customers they seek.

“We are seeing where there is overlap and use that to help our advertisers target better,” Amy Reinhard, president of advertising for Netflix, told The Times. “It’s all based on viewer preferences.”

Every company is turning to AI to respond to the needs of advertisers. NBC now offers them the chance to insert commercials that relate to the action seen on the screen during live sports events.

Creators are going mainstream

YouTube’s annual upfront gatherings used to have the feel of an alternative show business universe, with personalities who built their rabid followings on the streaming platform far away from the audiences for traditional TV.

Now creators such as the sports stunt group Dude Perfect have their own studios. Beast Industries, the corporate home of MrBeast, held its own invitation-only breakfast for marketing executives at a high-end New York venue . YouTube stars, such as Jesser, are landing shows on other platforms.

At YouTube’s presentation at Lincoln Center, longtime favorites such as “Call Her Daddy” podcast mogul Alex Cooper and “SubwayTakes” host Kareem Rhama appeared on stage to announce new projects on the platform, looking more like established show producers rather than social media renegades.

Ten years ago, YouTube advertisers had to worry about their spots running next to Islamic State videos. Now it’s become common for marketers to embrace YouTube stars and fully integrate products and messages into their programs.

“When creators talk about your products on YouTube, viewers are 13 times more likely to search for your brands and five times more likely to buy,” said Paul Downey, president of Americas & Global Partners for YouTube.

Mary Ellen Coe, chief business officer for YouTube, told The Times that advertisers can determine if a creator is right for their brand by looking at audience numbers, subscriber data and comments from their communities of fans. But many have their own personal focus groups at home that introduce the hottest YouTube personalities.

“Most of these advertisers have children and teenagers and they go nuts for them,” Coe said.

YouTube is the most watched TV platform according to Nielsen, accounting for nearly 13% of all TV viewing. But that share is much higher among younger consumers.

“My kids don’t watch TV — they watch YouTube,” said Anthony Pedalino, vice president and head of media investment at the ad buying firm Giant Spoon. “So I think this is a bit of future proofing.”

Other companies are seeking creators for their platform.

Amazon Prime Video introduced an alternative feed of some of its NBA games on its streaming platform Twitch, which will turn them into a “CreatorCast.” The streamers who are regulars on the site call the action live in an effort to bring in younger fans. The format will be used in WNBA games in the league’s new season.

Fox touted its creator initiative that develops programs for Tubi, the company’s fast-growing ad-supported streaming platform that now has 100 million active users. The company also has a partnership with TikTok to support creators who want to turn their short-form clips into full-length programs.

There’s always room for comfort food

Amid all the innovations in ad buying and audience measurement presented during the week, many of the programs and personalities offered up by the major networks and streamers were extremely familiar.

“They may be resigned to the fact that people are going to go to emerging platforms for more niche and esoteric programs,” Pedalino said.

Oprah Winfrey made an entrance on the Beacon Theatre stage to promote the move of her podcasts to Amazon Prime Video.

Disney rolled out the cast of “Scrubs” to announce another 10-episode order of the early 2000s sitcom for Hulu. The series had a successful reboot as Gen Z viewers continue to devour vintage programs. Amazon Prime announced “The Greatest,” a Michael B. Jordan-produced mini-series on legendary heavyweight fighter Muhammad Ali, not exactly uncharted territory.

Fox introduced a reboot of “Baywatch,” which was canceled after a single season on NBC in 1990, but went on to become a worldwide hit in syndication over the decade that followed. The slow-motion shots of toned lifeguard bodies running into Venice beach waters are coming back without a hint of irony.

Netflix brought out the set of “Pop Culture Jeopardy” at its presentation at Sunset Pier 94 Studios, NBC previewed comedies with proven prime time stars and touted its 100th anniversary which will be celebrated with an old-fashioned variety special later this year.

NBCUniversal has ordered a TV adaptation of the popular New York Times puzzle Wordle that will be hosted by Savannah Guthrie.

Jimmy Fallon, whose company is co-producing the show, and Guthrie announced the series pick-up Monday on NBC’s “Today.” “Wordle” will begin production later this year and debut on NBC in 2027.

Guthrie filmed the pilot episode for Wordle last fall in Manchester, England, where the series will be made as well. The project from Universal Television Alternative Studio, Fallon’s Electric Hot Dog and The New York Times, has been in development for two and a half years.

Guthrie said she learned the show was picked up in February and was set to shoot episodes in March. But producers delayed the start as Guthrie went on a hiatus for two months after the disappearance of her mother Nancy.

“They just stopped everything and said, ‘we will wait for you, of course,’” Guthrie said. “And Hollywood is a really tough business as you know, and I didn’t expect that.”

Guthrie returned to “Today” on April 6. Law enforcement officials believe Nancy Guthrie was taken against her will from her Catalina Foothills home on Jan. 31. The investigation into her abduction is ongoing.

Guthrie did not mention the situation with her mother’s abduction, but indicated her game show duties will be another step toward normalcy. “I’m just determined to put one foot in front of the other,” she told colleagues.

Wordle asks players to guess a five-letter word in six chances through a process of eliminating letters. An individual player’s performance in the game can be posted online without revealing the answer, as the colored tiles are shown without the letters.

Offered as part of a subscription to a bundle of puzzles on the New York Times web site and app, Wordle has been a major driver of digital revenue for the company. The New York Times said earlier this year that users solved the Wordle puzzle 4.4 billion times in 2025.

Wordle was created by Brooklyn, N.Y.-based software engineer Josh Wardle in 2021. After it became an immediate hit online, the New York Times purchased it for a price reported to be in the low-seven-figure range.

LOUISVILLE, Ky. — It’s Kentucky Derby Day, also known as the day everyone waits around for eight hours to watch a two-minute horse race.

But that’s part of what makes the Derby what it is … not just a race, but an event. And maybe 8 a.m. PDT is a little early to begin your neighborhood party, but we’re not judging. Besides, if you’re reading this in the Eastern Time Zone, 11 a.m. is prime brunch time.

What you really want to know, though, is what time the horses actually will break from the gate at Churchill Downs. For the seventh straight year, the official post time is 6:57 p.m. EDT, though a timeline released Friday at the track said the horses would load into the gate at 7:01, with a start at 7:02.

To spare you the math, that’s 3:57 p.m. in Los Angeles and the rest of the Pacific Time Zone, with the race starting just after 4. (In the last six years, the race has gone off sometime between 3:59 and 4:05.)

But you don’t want to just tune into NBC at the top of the hour. There’s the walkover of the horses from the stable area to the paddock beginning at about 3:15 PDT, the call for “Riders Up” (from retired jockey Pat Day) at 3:44, the “Call to the Post” at 3:45 and the University of Louisville choir singing “My Old Kentucky Home” right after that.

If you’re interested in any of the 11 races at Churchill Downs before the Derby, and there are some good ones, they begin at 8 a.m. PDT. The first two races are available on FanDuel TV (yes, it’s still in business) before Peacock and NBCSN take over at 9 a.m. That’s where the next four races, including two graded stakes, will be televised.

Then, once NBC’s coverage of the Premier League soccer game between Arsenal and Fulham ends at 11:30, the network will show the rest of the card, which features five stakes races leading up to the Derby.

The Derby does not end NBC’s sports day, however. After the trophy presentation, the network hopes much of its audience sticks around for Game 7 of the NBA Eastern Conference playoff series between the Philadelphia 76ers and Boston Celtics. Tipoff is scheduled for shortly after 4:30 p.m. PDT.