Upfronts 2026 offer an anxious industry a chance to tune in for a repeat; here’s the lineup and schedule

Like the masses curling up to watch Friends, advertisers are being invited by media companies and streamers to tune into a repeat at next week’s annual upfronts in New York.

Over three short days, from Monday morning to Wednesday night, eight companies will razzle-dazzle advertisers in a reassuringly familiar set of theaters across Manhattan. NBCUniversal will once again lead off at Radio City, with YouTube bringing down the curtain at Lincoln Center’s David Geffen Theater.

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