Another round of television upfronts, the annual mid-May series of events in New York City targeted at advertisers, is in the books. Here’s a look at the presentations we attended at venues throughout the city.
NBCUniversal: Fallon, Bowen Yang and Vin Diesel Bring the Showmanship
NBCUniversal, celebrating 100 years in business, kicked off its upfront presentation at Radio City Music Hall with a comedy-heavy opening that set the tone for a glitzy, talent-packed morning. Bowen Yang and his “Las Culturistas” podcast co-host Matt Rogers emceed the opening moments with rapid-fire jokes about the TV industry before the presentation shifted into a full-scale variety show complete with musical performances, celebrity walk-ons, a performance by Maren Morris and a stand-up set from Seth Meyers.
NBCUniversal advertising chairman Mark Marshall framed the company’s pitch around reach and cultural impact, telling advertisers, “We are uniquely positioned to deliver audiences at scale across every screen.” The company repeatedly emphasized Peacock’s momentum while touting the combined power of NBC, Bravo, Universal films, sports and live events.
The presentation leaned heavily into star power. Jimmy Fallon brought out Vin Diesel to tease expansion plans for the “Fast & Furious” franchise on Peacock, prompting one of the loudest audience reactions of the morning. NBCU also previewed the Greece-set comedy “Dig” starring Amy Poehler and Hugh Laurie, the action-comedy “Sunset P.I.” featuring Jake Johnson, Keith David and Langston Kerman, and Peacock’s horror series “Crystal Lake” starring Linda Cardellini.
Live sports remained central to NBCU’s strategy, with executives touting Sunday night’s NBA, MLB and NFL programming as critical differentiators in an increasingly fragmented streaming landscape. Tying it all together: legendary broadcaster Bob Costas.
TelevisaUnivision: A Cultural Power Play
TelevisaUnivision’s presentation focused squarely on the economic and cultural influence of Hispanic audiences, with executives repeatedly arguing that advertisers can no longer treat Latino consumers as a niche demographic. U.S. ad sales president John Kozack told attendees, “No one gets Hispanics like TelevisaUnivision does,” as the company highlighted its multiplatform reach across broadcast, streaming, music and live events.
The company unveiled a slate including 10 new telenovelas, sports programming, reality series and music specials while also spotlighting ViX as a major streaming growth engine. Executives additionally announced partnerships involving YouTube megastar MrBeast and Marc Anthony as part of a broader effort to expand beyond traditional Spanish-language television.
The highlight: Latin music star Anitta with a spirited peformance alongside her dancers.
Throughout the event, TelevisaUnivision executives emphasized the idea that Hispanic audiences are driving mainstream culture rather than following it, a recurring theme throughout this year’s upfront cycle.
Telemundo: FIFA Fever Takes Over the Rainbow Room
Telemundo transformed the Rainbow Room into a soccer spectacle for its glamorous upfront presentation, leaning hard into its status as the Spanish-language home of the 2026 FIFA World Cup. Attendees waited in line to receive a personalized FIFA World Cup jersey from the team of their choice, with their own initials embroidered on one sleeve.
Executives positioned the 2026 FIFA World Cup as a once-in-a-generation advertising opportunity, emphasizing Telemundo’s unique connection to passionate bilingual and Latino sports fans. The network previewed expansive tournament coverage plans alongside entertainment and music programming designed to capitalize on the global event’s cultural momentum.
The presentation also spotlighted reality franchises, live music events and news programming, with executives stressing the continued importance of live communal viewing experiences in an era dominated by on-demand streaming. Telemundo executives argued that sports — particularly soccer — remain one of the few programming categories that consistently delivers massive simultaneous audiences across both linear and streaming platforms.
Bonus points for holding the event at the iconic venue atop 30 Rock, which features sweeping views of the NYC skyline, and for the fresh seafood-laden raw bar.
Warner Bros. Discovery: Ted Turner Tribute Opens a Starry Showcase
Warner Bros. Discovery opened its upfront presentation with a tribute video honoring media pioneer Ted Turner, drawing sustained applause from the Theatre at Madison Square Garden crowd before pivoting into a presentation centered on HBO Max, sports and franchise IP. And of course, the “Heated Rivalry” dudes—and Shaquille Neal.
Despite ongoing questions surrounding the company’s future amid industry consolidation chatter, WBD rolled out an ambitious slate anchored by recognizable brands and familiar faces. One of the presentation’s biggest reveals was first-look footage from “Stuart Fails to Save the Universe”, the latest expansion of “The Big Bang Theory” universe starring Kevin Sussman, Lauren Lapkus, Brian Posehn and John Ross Bowie.
The company also showcased HBO Max originals, DC projects and sports programming while ad-sales chief Ryan Gould acknowledged the challenges facing the evolving television business. “We don’t deflect,” Gould told advertisers as WBD attempted to reassure buyers about its long-term strategy amid broader industry volatility.
Taken together, the week’s presentations underscored the defining themes of the 2026 upfronts: fewer promises about traditional TV ratings and far more emphasis on live sports, streaming ecosystems, cultural influence and event-level programming capable of cutting through a fractured media environment.
