The WSJ Leadership Institute’s Megan Graham reports from the first big presentation of TV’s upfront week:

For the first time in my years covering the upfronts, NBC escorted members of the press to a dedicated section.

It was a major first-morning-of-upfronts blessing, given that I usually arrive absurdly early and still wind up spending 30 minutes wandering the aisles and asking “Is this seat taken?” to the people who drew the short end of whichever stick means they have to nab spots for colleagues and clients coming later.

This time, I got to sit and watch in comfort as ad buyers rushed around Radio City Music Hall trying to claim large numbers of seats, with varying success. A standoff broke out between two attendees who had inadvertently called dibs on the same territory. (“I HAVE NINE CLIENTS COMING,” one said, trying to reserve almost an entire row. She won the battle.)

Mark Marshall, chairman of global advertising and partnerships at NBCUniversal, helped get the show underway with a video sketch about getting a tattoo of the logo for NBC’s 100th anniversary. Much of Marshall’s body is revealed to be covered in logos of NBC advertisers, but he still has room near his heart for the new tattoo.

“That was a body double, with the stomach,” Marshall said after taking the stage in person. “The crew did not think that these abs were brand-safe for your logo.”

Following commentary by dozens of NBCU stars such as Mariska Hargitay, Tina Fey and Andy Cohen, plus a performance by Maren Morris, the morning finished with a slate of competitive zingers from late-night host Seth Meyers.

• “CBS did not hold an upfront presentation this year because at CBS, ‘upfront’ just describes how they paid Trump to drop the lawsuit.”
• “Seriously, what’s going on over there? They’re so in the pocket for Trump that I heard next year's ‘Survivor’ is in the Strait of Hormuz.”
• “Netflix is hosting its upfronts at a pier on the Hudson River because once a Netflix show hits two seasons, that’s where they dump its body.”
• “If you’re from out of town and you get hassled by someone for money on the subway, don’t panic, that’s just the Versant after-party.”

See you around this week!

Katie Deighton brings up a show not mentioned at NBC’s 2026 upfront:

NBC on Monday announced a slew of shows returning to the network's fall schedule. “On Brand With Jimmy Fallon,” the Apprentice-style advertising competition, wasn’t one of them.

More than 2 million viewers tuned in to watch contestants compete for briefs in the first episode last September. Big brand CMOs and CEOs that Fallon had spent months courting at industry events appeared on the show, including those of Dunkin’ and Southwest Airlines.

But viewership slid by more than a quarter by the series finale.

Tune-in probably wasn’t helped by the clunky initial scheduling for “On Brand,” which at one point was airing on Tuesdays at 10 p.m. and Fridays at 8, Deadline pointed out.

I also noted for newsletter readers last year that the concept of Fallon ostensibly running an ad agency alongside real-life CMO and “Real Housewives of Beverly Hills” cast member Bozoma Saint John didn’t really land, either as a realistic recreation of an ad firm or as a source of juicy televisual drama. The everyday viewer seemed unlikely to feel the same levels of enthusiasm for brand advertising that Fallon exuded.

One Reddit user described it as “a giant ad separated by additional ad breaks.” That would have been hard to refute.  “It’s so beyond product placement,” Fallon said during a panel at the 2025 Cannes Lions ad festival. “We’re giving you 40 minutes as opposed to a 30-second spot.”

The news comes as Saint John’s new fame as a Bravolebrity has seen her detractors picking holes in her storied resume as CMO of brands like Netflix, and Saint John responding in an Instagram video about the marketing industry. Some particularly zealous reality TV fans have even been doing their own research on the tenure of a CMO.

Perhaps they should subscribe to this newsletter.

More upfronts: Peacock this summer will introduce a pair of “unscripted microdramas” starring Madison LeCroy from Bravo’s “Southern Charm” and Georgia Gay, daughter of “The Real Housewives of Salt Lake City” star Heather Gay. [The Wrap]

NBC last year told advertisers that Michael Jordan would chip in on its NBA coverage as a “special contributor.” His contributions proved to be vanishingly few. [The Athletic]

Fox’s upfront presentation highlighted the new “Baywatch,” this summer’s FIFA World Cup and Tubi, its free, ad-supported streaming service. [Variety]

The live-action comedy lineup at Fox—where “The Bernie Mac Show,” “Arrested Development,” “That ’70s Show” and “Malcolm in the Middle” once shared the schedule—is down to “Animal Control” as the network evaluates the business model. [Deadline] 

MrBeast crashed upfront week with a breakfast this morning for marketer and agency executives. [BI] 

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Byron Allen is buying a majority stake in BuzzFeed and will take over the CEO role from co-founder Jonah Peretti, who will become president of BuzzFeed AI. [Variety] 

Uber named marketing chief Jill Hazelbaker to the newly created role of president and chief corporate affairs officer. [Axios] 

EBay rejected GameStop’s unsolicited $56 billion takeover proposal, calling it “neither credible nor attractive.” [WSJ] 

ABC has been a victim of a “sustained, coordinated campaign of censorship and control” by the Trump administration, Federal Communications Commissioner Anna Gomez told Disney CEO Josh D’Amaro. [WSJ]

Unilever’s Dove Men+Care is promoting its FIFA World Cup sponsorship with an ad urging guys to take care of their skin in between fan rituals like body paint and unwashed jerseys. [Adweek]

Why Target replaced its previous creator program with two new ones. [Modern Retail] 

Caitlin Clark stars in a new ad campaign for Eli Lilly that positions movement as “powerful medicine.” [Ad Age] 

Small online retailers are finding creative ways to keep customers happy, including a year-long return window for some clothes. [WSJ]

Venmo redesigned its app to make the main feed more visual, let users give businesses a public “shoutout” and better surface previously buried features. [TechCrunch]

Everything comes in single-serve packs now, even apple cider vinegar. [Dieline]