recap

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.

If you were to go by “Saturday Night Live” hosting performance alone, you might think that the best way to ensure a memorable, well rounded and surprisingly funny show is to book a female pop star — preferably one with some child-acting experience.

With apologies to Harry Styles, it’s been pop stars including Ariana Grande, Sabrina Carpenter, Dua Lipa and now Olivia Rodrigo who’ve shown themselves to be naturals at adapting their on-stage talents to the Studio 8H stage for “SNL.”

And while she might not have crushed it to the degree of Grande (something about the Bowen Yang era of the show and Grande seemed in perfect lockstep with each other), Rodrigo was a very good host. Whatever she lacked in sketch comedy chops, she more than made up for as musical guest, world-premiering a new song called “begged,” and singing in several sketches, including a memorable one about a girl in a zoo on a planet of bug people (we’ll get to that).

After a charming monologue in which she also sang, Rodrigo played a scheming woman in a “Dynasty”-like nighttime soap opera from the 1980s, “Edge of Destiny,” where people kept falling down the stairs. The mix of physical comedy, distant cue cards and having to keep from breaking character as cast members flopped down a set of fake stairs seemed almost too much for the guest host. But she recovered nicely in another solid (and hilariously gross) “Shop TV” sketch about a baker (Rodrigo) who makes lava cakes that look a lot like anuses.

She also played a woman competing with her ex-boyfriend (Ben Marshall) at a birthday party by pretending to have a date (he does the same with a wacky Ashley Padilla). She also played a cheating romantic partner in a musical sketch about getting busted, a rideshare passenger whose driver (Andrew Dismukes) discovers he has a talent for Jamaican dancehall rapping, and a TikToker employed by a home security company to take viral videos of burglars.

Rodrigo’s songs were tremendous, especially “begged,” but it was hard for any of the sketches to top Aziz Ansari’s appearance as FBI Director Kash Patel, which drew the biggest non-musical audience reaction of the show when he appeared in the cold open.

As musical guest, Rodrigo performed her latest single “drop dead,” introduced by Debbie Harry, and a new song, “begged,” introduced by recent host and “Heated Rivalry” star Connor Storrie.

It was the rare cold open without a rambling James Austin Johnson performance as President Trump. Instead, after a clever opening title card (“You’re watching A-Span. Of your life disappear. Watching C-SPAN.”), White House press secretary Karoline Leavitt (Padilla) talked about her upcoming maternity leave before introducing “The man, the myth, the liability,” Secretary of Defense Pete Hegseth (Colin Jost). Hegseth talked about the war in Iran with its “sick air raids. This war has been a movie … specifically ‘The Neverending Story.’ ” Hegseth fielded a few questions, belittling reporters as he’s done before, answering the question of when the war will end: “That’s like asking when is sex gonna be over,” he replied, “Answer: when the man is done.” Hegseth introduced Patel (Ansari), who fast-talked his way through a defense of his alleged drinking and spending. From low hanging fruit (“We dotted every T and bulged every I”) to a much sharper takedown of Patel (“I’m the first Indian person to suck at their job”), Ansari brought his Tom Haverford from “Parks and Recreation” energy, particularly when describing jumping on the couch at a night club screaming, “Who wants the nuclear codes? J/K, I ain’t got ‘em!”

Rodrigo’s monologue began by acknowledging how young the 23-year-old pop star really is: they say your favorite “SNL” cast is the one you saw when you were a teenager and hers, she said, was the current cast. After teasing her new album out next month, she showed a clip of a commercial she did for Old Navy and mentioned working with Jake Paul on the Disney Channel show “Bizaardvark.” Paul, she said, once told her, “I really want to beat up old guys on Netflix!” and they both achieved their dreams. Rodrigo then played at a piano a take of her first hit single “drivers license,” focused on getting a Real ID at the DMV and all that it requires. “Passport, W2, first-born son / Gas bill, body count, bra size, how long will this be? I’ll just use my old fake ID,” she sang.

Best sketch of the night: They even have Olivia-shaped popsicles!

Unsurprisingly, the best of the night was one of Rodrigo’s musical performances, this time a pre-taped music video about a girl who loves her perfect bedroom. It’s got a purple corded phone, a lava lamp, a beanbag chair … and it happens to be a habitat at a zoo on a planet of bug people. The wistful, lovely song is accompanied by weird visuals of the aliens, who look like praying mantises, admiring the human specimen through the room’s windows, applauding when she goes to the bathroom and taking pictures. There are enough bizarre touches, such as a VHS version of “A League of Their Own” with aliens in human skin suits, a bug protester and an unsuccessful male mate (Johnson), that quite a bit of world building happens in the short span of the very catchy tune. Can we get this song on Apple Music and Spotify, please?

Also good: Cute — cake frosting on the nose. Sexy — mashed potatoes all over the face.

Former “SNL” cast member Kristen Wiig had a talent for introducing characters whose one bizarre trait, expertly performed, could drive a whole sketch. These days, it’s Ashley Padilla (maddeningly, she’s still billed as a “Featured Player”) who is able to elevate a potentially annoying character with a collection of hilarious tics and a lot of boundary overstepping. In a sketch about a broken-up couple (Rodrigo and Marshall) who try to make each other jealous by glomming on to fake new dates, Padilla laughs too loudly, smears mashed potatoes all over Marshall’s face, gives an unhinged speech that includes, “We are to be married at midnight! Now let us pray.” It seems like every episode of late has had one sketch reserved for Padilla to show her way with these types of self-unaware characters, and this was another great showcase for her.

‘Weekend Update’ winner: Podcasters are at war and it’s hard to understand why

If you don’t know why “Call Her Daddy” podcaster Alex Cooper (Chloe Fineman) and TikToker and “Hot Mess” podcaster Alix Earle (Veronika Slowikowska) are feuding, trust us, you are not alone. Their apparent beef, which has been speculated about by very online people and, weirdly, business reporters, is now “Weekend Update” fodder, with the women comparing their fight to a “literal Chernobyl for white women.” Perhaps the best part was Michael Che’s complete bafflement as to who these women are and why they’re mad at each other. Elsewhere, Kam Patterson continued his streak of clunky “Update” segments, this time vying for a date with Megan Thee Stallion after her breakup with NBA player Klay Thompson. In describing himself, Patterson said, “Some say he’s finding his voice more every week.” Unfortunately for Patterson, there’s only two episodes left in the season.