Fox Advertising said it will host its annual upfront presentation on Monday, May 11, at New York City Center.
The venue is new for Fox, but the Monday slot is where the company has long planted its upfronts flag. City Center was The CW’s upfront home for more than a decade before Nexstar took over the network and wound down the annual showcases.
In addition to the main Fox upfront, Tubi will also host a NewFronts event on March 24. The NewFronts, which have long been held in late-April or early-May, have shifted up to March for 2026.
Fox isn’t the only media company getting an early start on the upfronts. NBCUniversal confirmed in October that its annual event will be held May 11 in Radio City Music Hall. The traditional broadcast upfront week last year was compressed into three hectic days in mid-May, with Amazon, YouTube and Netflix muscling in alongside media giants. While the ad business has changed significantly in the streaming era, the basic selling proposition of the upfront has remained true for decades: Ad buyers making early decisions can save money compared with buying in the scatter market.
NBCU wanted to get the word out early as it heads into a big 2026, especially on the sports front. Fox, similarly, is anchoring its upfront pitch with soccer’s World Cup, which will be played next summer in North America, with expectations running high for strong viewership and ad revenue.
“We look forward to welcoming advertisers to our new upfront location at the New York City Center,” Fox ad chief Jeff Collins said, “where we’ll demonstrate how brands can tap into the powerful fandoms drawn to our massive live sports, news and entertainment content along with one of the most exciting brands in streaming, Tubi.”
Tubi’s event will be held at Pier 59 Studios in Chelsea Piers. The free, ad-supported streamer plans to showcase audience insights, ad tech innovation and partnerships.
