Buyers Expect Staggered Upfronts Marketplace as TV Ad Forecast Remains Murky

'We don't know when the world will be back,' explains one marketer

For the past month and a half, the TV industry has been grappling with the fallout from the Covid-19 pandemic, which has halted Hollywood production, canceled almost all live sports and will cause an estimated $10 billion ad revenue loss in the first half of 2020.