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# Buyers say the 2026 upfront survived, but got a lot more complicated
- URL: https://fabric.media/buyers-say-the-2026-upfront-survived-but-got-a-lot-more-complicated/
- Published: 2026-09-04T14:40:45.000Z
- Updated: 2026-09-04T14:40:45.000Z
- Description: Media buyers tell ADWEEK the upfront isn’t dying, but this year brought Disney’s first Super Bowl in decades, heavier sports commitments, an influx of streaming supply, and deal structures far more complex than the standard package.
- Author: Fabric.Media Editorial
- Tags: Agencies, Bill Bradley, Adweek TV Advantage on Super Bowl and upfront negotiations

*Signal from* [*adweek.com*](https://adweek.com/?ref=fabric.media) *·* [*Bill Bradley*](https://fabric.media/tag/by-bill-bradley/) *·* [*read the original*](https://www.adweek.com/convergent-tv/adweek-tv-advantage-buyers-detail-involved-super-bowl-negotiations-and-a-complex-upfront/?ref=fabric.media)*.*