From Upfronts to Prime Time: The Truth About National TV’s Staying Power

Despite all downtrends and forecasts, national TV remains a trendsetter, with the most expensive ads and the most expensive time slots. How many times have we heard that Upfront is dead? But as we can see, it’s more than alive. Brands are going crazy, spending millions to buy prime-time slots and shoot TV ads for these slots. The average cost for a 30-second commercial spot during Super Bowl LIX in 2025 was $8 million, and more than 10 spots were sold for this price. Running an ad on national TV is not only about mass reach; it means being in a brand’s premier league.

History of National TV. When everything started

Early Development (1920s-1940s)

The concept of transmitting electronic signals beyond sound (radio) was developed in the 1920s. Commercial radio had already gained significance in the US and Europe. The first public demonstration of television occurred at the Berlin Olympics in 1936, showcasing its potential to a global audience. NBC began regular television broadcasts and became the first major network in the US in 1939. However, when World War II started, television's development slowed down due to a lack of investment in necessary technology.

Post-War Expansion (1945-1960s)

After WWII, television gained mass distribution. One of the first national TV networks, ABC, was established after the reorganization of NBC's radio networks due to FCC regulations. This year also marks the beginning of significant programming with shows like Texaco Star Theater and I Love Lucy. In 1950, the first televised presidential debate occurred between Richard Nixon and John F. Kennedy, significantly impacting political campaigning. By the 1960s, a significant number of U.S. households had access to TV. The primary method of TV delivery was broadcast signals, which were transmitted electromagnetically over VHF and UHF bands. Early televisions required antennas and manual adjustments to receive signals.

Technological Advancements (1970s-1980s)

The introduction of the VCR in 1975 allowed viewers to record programs for later viewing, changing viewing habits. One more event that became a TV revolution was CNN's launch as the first 24-hour news network in 1980, transforming news consumption. Almost 40 years ago, in 1986, Fox Network was established, providing a fourth major network, and the real competition among broadcasters started.

Digital Transition and Modern Era (1990s-Present)

In 1996, the Telecommunications Act deregulated broadcasting, allowing for greater consolidation among media companies. The new era of TV started. Later, in 2009, after more than twenty years, the transition from analog to digital broadcasting occurred. This change improved picture quality and made more channels accessible.

The Main National Television Networks in the United States

ABC (American Broadcasting Company)

ABC was established in 1943 as a radio network, originating from the NBC Blue Network after it was sold to Edward J. Noble to avoid a monopoly in broadcasting. The network transitioned to television in 1948, following the lead of established networks like CBS and NBC.

Known for a wide range of programming, including dramas, comedies, reality shows, and news. Popular shows include The Bachelor, Grey's Anatomy, and American Idol.

ABC continues to perform strongly in both daytime and evening programming, with notable viewer numbers for popular shows and special events.

For the week of January 13, 2025, one of the most popular shows, The View*,* ranked No. 1 among daytime talk shows with 2.410 million total viewers. ABC World News Tonight averaged 8.866 million total viewers for the week of January 6, 2025, making it the most-watched evening news program. During New Year's Eve 2025, ABC's programming attracted an average of 32 million viewers across its broadcasts, showcasing its significant reach during major events.

CBS (Columbia Broadcasting System)

CBS was founded in 1927 in Columbia. Today, it offers a mix of scripted series, reality shows, and news programming. Notable shows include NCIS, Big Brother, and The Amazing Race.

As of February 2025, CBS continues to be a dominant player in the U.S. television landscape, showcasing impressive viewership statistics and a strong lineup of programming. In the first four months of 2024, CBS programming was watched for over 456 billion minutes.

NBC (National Broadcasting Company)

NBC was established on November 15, 1926, by the Radio Corporation of America (RCA), which was then a subsidiary of General Electric (GE). The network was created after RCA purchased the radio station WEAF from AT&T.

Now, It features a variety of content, from dramas to comedies and sports. Key programs include Saturday Night Live, The Voice, and This Is Us.

The NBC Nightly News for the week of January 27, 2025, averaged 6.926 million total viewers and 1.093 million demo viewers, with a slight dip of 1% in total viewers but an increase of 4% in the demo compared to the previous week.

Today Show. In January 2025, for the first time in seven years, Today topped its competitors across all metrics, averaging 21,000 more total viewers than ABC's Good Morning America (GMA). The show has been the top-rated morning show for 73 consecutive weeks and leads in the key demographic of adults aged 18-49.

Fox

Fox is known for its innovative programming, including animated series and live-action comedies. Popular shows include The Simpsons, Family Guy, and The Masked Singer. The network officially debuted on October 9, 1986, with the late-night talk show The Late Show.

As of January 2025, Fox has experienced significant growth in viewership, particularly through its news programming. Here are the key trends and statistics:

• Fox News Channel achieved its highest-rated January in cable news history, marking 23 consecutive years as the leading network in cable news.
• FNC reported a 40% increase in total viewership year-over-year and a 61% rise in the key demographic of adults aged 25-54 during primetime.
• The network attracted an average of 1.9 million viewers throughout the day, including 253,000 viewers in the 25-54 demographic. This reflects a 53% increase in total viewers and a 70% increase in the demo compared to January 2024.

How to advertise on National TV

Advertising on national TV can be done through Upfront and Scatter buying strategies.

• Upfront Advertising: Advertisers commit to purchasing ad slots months in advance, typically during the annual Upfronts in spring. This guarantees premium inventory, better pricing, and priority placement, making it ideal for brands with long-term planning and high ad budgets. Networks offer audience guarantees based on projected viewership.
• Scatter Advertising: Advertisers buy ad slots closer to airtime, allowing for more flexibility and the ability to adjust based on market trends. However, scatter buys are more expensive and come with limited inventory, especially for high-demand periods like the holidays or major events.

Brands use a hybrid approach mostly, mixing upfront for cost efficiency and scatter for agility.

Challenges for brands that want to advertise on National TV

1. High Costs

National TV advertising requires a substantial budget, particularly for prime-time slots or high-profile events like live events.

2. Market Fragmentation

The U.S. has numerous designated market areas (DMAs), each with its own local preferences and viewing habits. This fragmentation complicates the planning and execution of national campaigns, as advertisers must consider various regional factors.

3. Targeting and Measurement Challenges

• Traditional TV advertising lacks the precise targeting capabilities found in digital advertising. This makes it harder for brands to reach specific demographics effectively.
• Accurately measuring the impact of TV ads on consumer behavior can be challenging. Brands often rely on third-party metrics, which may not provide a complete picture of ad performance and return on investment (ROI).

4. Ad Recall and Engagement

• With viewers increasingly consuming content across multiple platforms, capturing and retaining audience attention during commercial breaks is more difficult than ever.

5. Compliance and Regulatory Issues

• The Federal Communications Commission (FCC) enforces strict regulations regarding advertising content, particularly for sensitive industries such as pharmaceuticals or products aimed at children. Advertisers must ensure compliance to avoid penalties.
• Ads often undergo rigorous vetting processes by networks to ensure they meet all regulatory standards, which can delay campaign launches.

6. Need for Integrated Campaigns

To maximize impact, brands need to integrate their TV campaigns with digital and social media efforts. This requires careful coordination and additional resources to ensure consistent messaging across platforms.

Simulmedia’s TV+ platform helps advertisers overcome the key challenges of national TV advertising by providing advanced audience targeting, efficient media planning, and real-time measurement. Unlike traditional index-based buying, which often results in over-frequency and wasted spend, TV+ leverages AI and big data to pinpoint where and when strategic audiences will be watching, ensuring maximum reach with minimal waste. Its predictive analytics and cross-channel insights help advertisers navigate market fragmentation by identifying the most efficient inventory across multiple networks. Additionally, TV+ offers full transparency into campaign performance, with real-time reporting that allows brands to measure engagement, optimize spend, and justify ROI more effectively. By streamlining the TV buying process and eliminating inefficiencies, Simulmedia empowers advertisers to execute national campaigns with greater precision, speed, and cost-effectiveness.