Every May, NBCUniversal’s Upfront presentation showcases the company’s content, talent, and advertising innovation, and once the presentation concludes, the NBCU Advertising & Partnerships Platform Monetization team gets to work. Turning Upfront commitments to market at NBCUniversal usually starts with main sales leads getting Upfront specs—otherwise known as the budgets with the quarterly and what advertisers are maybe hoping to run. Nielsen ratings help networks and producers evaluate content performance and set industry-standard advertising rates: high ratings often lead to series renewals, low numbers can result in cancellations or significant changes to a series, and advertisers depend on ratings for budget allocation.

Examining tv upfronts, how fall tv schedule is calculated, and midseason tv replacement connects spring advertising commitments to the primetime lineups covered across our TV Reviews archive and our guide on how the fall TV schedule works.

Schedule Cycle Stage Organization Verified Marketplace or Schedule Record
May Upfront Presentation NBCUniversal and Telemundo NBCUniversal scheduled its 2026 Upfront presentation for Monday, May 11, 2026 at Radio City Music Hall, followed by Telemundo on Tuesday, May 12, 2026 in New York City
Post-Upfront Rate-Card Negotiation NBCUniversal Ad Sales After Upfront week, NBCUniversal’s teams start the process of negotiating rate cards with agencies and then building out all the media plans for all the advertisers from which they receive specs
Summer Upfront Negotiation Close NBCUniversal On July 15, 2025, NBCUniversal announced the close of its 2025-26 Upfront negotiation cycle, which generated its highest ad sales volume ever across live and everyday programming and delivered its largest digital Upfront in history
Upfront Measurement Currency Nielsen Big Data + Panel was widely adopted by the vast majority of broadcasters and agencies as currency for the 2025 Upfront, combining measurement from set-top boxes and smart TVs across 45 million households and 75 million devices with a U.S. persons panel of more than 42,000 homes and 100,000 people
Summer Fall Premiere-Date Release NBC On June 24, 2026, NBC announced its 2026-27 fall premiere dates: three days after airing the Primetime Emmy Awards on Monday, Sept. 14, NBC begins its entertainment season at 8 p.m. Thursday, Sept. 17 with a two-hour launch of The Traitors: New Blood, followed by another two-hour episode on Sept. 24 before moving to its regular hourlong timeslot on Thursday, Oct. 8
Midseason Lineup Release NBC On November 12, 2025, NBC announced its midseason lineup: The Hunting Party returns to NBC on Thursday, Jan. 8 at 10 p.m., and The Fall and Rise of Reggie Dinkins debuts with a one-hour premiere on Monday, Feb. 23 at 8 p.m. ET/PT before moving to its regular timeslot on Monday, March 2 at 8:30 p.m.

Inside the May TV Upfront Presentation and the Summer Negotiation Cycle

NBCUniversal scheduled its 2026 Upfront presentation for Monday, May 11, 2026 at Radio City Music Hall, followed by Telemundo on Tuesday, May 12, 2026 in New York City. The collective reach of NBCUniversal and VERSANT in 2026 totals 286 million consumers, and for the 2026–27 Upfront season NBCUniversal will represent all domestic VERSANT networks and their associated digital content, including CNBC, E!, Golf Channel, MSNBC, Oxygen, SYFY, and USA. At its annual Upfront presentation to advertisers on May 11, 2026, NBCUniversal unveiled a scaled, premium content slate powered by advanced data and AI-driven ad technology. NBCUniversal announced that its Performance Insights Hub will begin full-scale rollout in Q4 2026, providing advertisers with a unified view of campaign delivery, audience insights, and full-funnel, in-flight performance across linear and streaming. NBCUniversal announced a suite of always-on interoperable AI agents slated to be available by the start of the broadcast year to automate transactions, surface intelligence in near real-time, and enable smarter decisioning within NBCUniversal’s One Platform tech stack.

In NBCUniversal’s post-Upfront ad sales cycle, Account Manager Grace Sander explains that the Upfront means brand new media plans, brand new specs (also known as budgets), and brand new conversations. After Upfront week, NBCUniversal’s teams start the process of negotiating rate cards with agencies and then building out all the media plans for all the advertisers from which they receive specs. During post-Upfront execution at NBCUniversal, Account Manager Grace Sander serves as that middleperson between sales and agency monetization, coordinating with the planning team to make sure digital planners have what they need, and with measurement, marketing, sales enablement, and ops.

Media agency buyers and network account managers reviewing unmarked quarterly budget folders and cross-platform media plan worksheets at an office desk
After Upfront week, NBCUniversal's teams start the process of negotiating rate cards with agencies and then building out all the media plans for all the advertisers from which they receive specs.

On July 15, 2025, NBCUniversal announced the close of its 2025-26 Upfront negotiation cycle, which generated its highest ad sales volume ever across live and everyday programming and delivered its largest digital Upfront in history. Peacock drove over a 20% year-over-year increase and represented nearly 1/3 of NBCUniversal’s total Upfront commitments. NBCUniversal saw nearly 15% year-over-year growth in Broadcast across News, Sports, and Entertainment, and over 25% of its NBA advertisers will be new to Broadcast. In that Upfront cycle, NBCUniversal generated 30% net-new small-medium business (SMB) clients, transacted nearly 60% of investments on advanced audiences, and brought in nearly $1B in programmatic investments.

Nielsen defines ratings as the percentage of the TV-owning population that watched a particular program or commercial, with variations based on live viewing only, live + same day playback, live + 3 days, live + 7 days, or live + 35 days, across both households and specific persons-level demographic groups. Nielsen ratings help networks and producers evaluate content performance and set industry-standard advertising rates: high ratings often lead to series renewals, low numbers can result in cancellations or significant changes to a series, and advertisers depend on ratings for budget allocation. Readers comparing linear and streaming audience reports can review our TV ratings and streaming views guide.

On September 2, 2025, Nielsen announced that the TV industry is adopting its enhanced Big Data + Panel methodology for the fall TV season, making Nielsen the first accredited national TV audience measurement provider for Big Data + Panel. Big Data + Panel was widely adopted by the vast majority of broadcasters and agencies as currency for the 2025 Upfront, combining measurement from set-top boxes and smart TVs across 45 million households and 75 million devices with a U.S. persons panel of more than 42,000 homes and 100,000 people. According to Nielsen, Big Data + Panel measurement supports the media industry beyond advertising planning and buying by helping inform content programming and licensing decisions as well as carriage fees for TV distribution deals.

Viewers watching a wall-mounted smart television above a wooden media console holding an unbranded set-top box and a small digital clock
Nielsen ratings help networks and producers evaluate content performance and set industry-standard advertising rates: high ratings often lead to series renewals, low numbers can result in cancellations or significant changes to a series, and advertisers depend on ratings for budget allocation.

As of September 1, Nielsen’s Press Policy states that press claims by broadcasters, networks, and streamers should be based on Big Data + Panel, which is generally delivered two to three days after a premiere, while next-day claims for single-day events should be sourced as ‘Nielsen Preliminary Data.’ Nielsen stated that its weekly Big Data + Panel rankings start with the official beginning of the Broadcast season on September 22, with weekly rankings posted starting October 1. In Nielsen’s May 2026 Gauge report (spanning five weeks from 04/27/2026 through 05/31/2026), broadcast viewing finished at 19.2% and cable at 20.4% of TV watch-time, and broadcast dramas (-13%) and sitcoms (-10%) were impacted by the conclusion of the broadcast season in the final weeks of the month. Nielsen notes that The Gauge and Media Distributor Gauge reflect total TV viewing (both ad-supported and non-ad-supported) and do not reflect Nielsen’s currency TV ratings that inform advertising sales, which received enhancements in February 2026.

How the Fall TV Schedule Is Calculated: From May Upfront Grid to Summer Premiere Dates

On May 11, 2026, NBC unveiled its 2026-27 schedule highlighted by four new scripted series: Line of Fire, The Rockford Files, Newlyweds, and Sunset P.I. In NBC’s Upfront drama slate, the new drama Line of Fire was scheduled for Monday nights in the fall, while the new drama The Rockford Files was scheduled to arrive on NBC in January. In NBC’s Upfront comedy slate, the new comedy Newlyweds was scheduled for Friday nights beginning in the fall, while the new comedy Sunset, P.I. was scheduled to launch in February. In NBC’s Upfront schedule release, the network stated that no decision had yet been made for The Hunting Party. In NBC’s Upfront credits for its new scripted series, directors Rebecca Thomas, Greg Mottola, Akiva Schaffer, and Pam Fryman are each credited as executive producer for the pilot only.

For how eastern and pacific clock listings translate across local broadcast feeds, see our guide on how to read US TV premiere times and time zones. NBC’s year-round Sunday night sports franchise continues in the fall with Sunday Night Football (primetime television’s #1 program for 15 consecutive TV seasons), followed by multiple nights of NBA regular-season games beginning in October, Sunday Night Basketball starting mid-winter, and the NBA Playoffs and Sunday Night Baseball in the spring. NBC’s Fall 2026-27 Schedule splits Mondays into two phases (all times ET/PT): in Sept./Oct., The Voice airs 8-10 p.m. and Line of Fire airs 10-11 p.m.; in November, St. Denis Medical airs 8-8:30 p.m., The Fall and Rise of Reggie Dinkins airs 8:30-9 p.m., The Voice moves to 9-10 p.m., and Line of Fire airs 10-11 p.m.

Two television network programming planners arranging unmarked color-coded program cards on a magnetic wall schedule board beside broadcast monitors
In NBC's Upfront credits for its new scripted series, directors Rebecca Thomas, Greg Mottola, Akiva Schaffer, and Pam Fryman are each credited as executive producer for the pilot only.

On June 24, 2026, NBC announced its 2026-27 fall premiere dates: three days after airing the Primetime Emmy Awards on Monday, Sept. 14, NBC begins its entertainment season at 8 p.m. Thursday, Sept. 17 with a two-hour launch of The Traitors: New Blood, followed by another two-hour episode on Sept. 24 before moving to its regular hourlong timeslot on Thursday, Oct. 8. NBC set #OneChicago to return Wednesday, Oct. 7; Law & Order: SVU (28th season at 9 p.m.) and Law & Order (10 p.m.) on Thursday, Oct. 8; and Happy’s Place (third season at 8 p.m.) followed by the series premiere of Newlyweds (8:30 p.m.) on Friday, Oct. 23. NBC scheduled the third season of St. Denis Medical to launch Monday, Nov. 2 at 8 p.m. followed by The Fall and Rise of Reggie Dinkins, and held its other two new scripted greenlit series—The Rockford Files and Sunset P.I.—to launch in January and February.

On Monday, July 13, 2026, FOX announced its Fall 2026 premiere dates while holding new dramas Baywatch and The Interrogator and new unscripted series Marriage Market to debut at midseason. FOX listed additional series to premiere in the 2026-2027 season, including dramas Baywatch, Memory of a Killer, Murder in a Small Town, and The Interrogator; half-hour animated comedies American Dad!, Bob’s Burgers, Family Guy, and Krapopolis; and unscripted series including The Masked Singer and Next Level Chef. On July 27, 2026 (07/27/2026), CBS revealed its 2026-2027 fall primetime premiere dates with official ‘CBS PREMIERE WEEK’ kicking off on Sunday, Oct. 4, while planning returning series Matlock, Ghosts, and NCIS: Sydney and new series Einstein for the second half of the 2026-2027 broadcast season. Viewers tracking fall premiere weeks across networks can compare our Fall TV schedule network rollout windows guide.

Network Schedule Category Verified Fall vs. Midseason Placement
NBC New Drama Slate In NBC’s Upfront drama slate, the new drama Line of Fire was scheduled for Monday nights in the fall, while the new drama The Rockford Files was scheduled to arrive on NBC in January
NBC New Comedy Slate In NBC’s Upfront comedy slate, the new comedy Newlyweds was scheduled for Friday nights beginning in the fall, while the new comedy Sunset, P.I. was scheduled to launch in February
NBC Undecided Returning Series In NBC’s Upfront schedule release, the network stated that no decision had yet been made for The Hunting Party
FOX Midseason New Series Holds On Monday, July 13, 2026, FOX announced its Fall 2026 premiere dates while holding new dramas Baywatch and The Interrogator and new unscripted series Marriage Market to debut at midseason
CBS Second-Half Broadcast Season Holds On July 27, 2026 (07/27/2026), CBS revealed its 2026-2027 fall primetime premiere dates with official ‘CBS PREMIERE WEEK’ kicking off on Sunday, Oct. 4, while planning returning series Matlock, Ghosts, and NCIS: Sydney and new series Einstein for the second half of the 2026-2027 broadcast season

Midseason TV Replacements and Pre-Launch Shifts: Worked Schedule Trace

On May 12, 2025, NBC unveiled its 2025 fall schedule, greenlighting The Fall and Rise of Reggie Dinkins and stating that as part of NBC’s rolling development cycle and 52-week scheduling strategy, the comedy pilot Stumble could air in the 2025-26 season if picked up to series. In NBC’s Fall 2025-26 schedule (Sept./Oct., all times ET/PT), Thursday nights were scheduled as Law & Order from 8-9 p.m., Law & Order: SVU from 9-10 p.m., and The Hunting Party from 10-11 p.m.

In NBC’s fall premiere-date release (dated September 16, 2025), NBC scheduled its new cheerleading comedy Stumble to premiere on Nov. 7 on Fridays following Happy’s Place, while stating that returning drama The Hunting Party and newly ordered comedy series The Fall and Rise of Reggie Dinkins would be added to the 2025-26 schedule at a later date. In NBC’s Fall premiere-date schedule, Thursday, Sept. 25 was scheduled as Law & Order from 8-9 p.m., Law & Order: Special Victims Unit from 9-10 p.m., and Law & Order: Organized Crime from 10-11 p.m. ET.

NBC also highlighted ‘Legendary February,’ a 17-day sports window on NBC and Peacock featuring the Milan Cortina Winter Olympic Games (Opening Ceremony Feb. 6 through Closing Ceremony Feb. 22), Super Bowl LX on Feb. 8, and the NBA All-Star Game on Feb. 15. In NBC’s 2026 Midseason Schedule, the January 2026 lineup sets Monday, Jan. 5 as St. Denis Medical at 8, The Paper at 8:30, The Wall (season premiere) at 9, and Brilliant Minds at 10, and sets Thursday, Jan. 8 as Law & Order at 8, Law & Order: SVU at 9, and The Hunting Party (season premiere) at 10. In NBC’s February–March midseason rotation, Monday, Feb. 23 features The Fall and Rise of Reggie Dinkins (series premiere) at 8 and 8:30 followed by The Voice at 9, and Monday, March 2 shifts to St. Denis Medical at 8, The Fall and Rise of Reggie Dinkins at 8:30, The Voice at 9, and Brilliant Minds at 10. On November 12, 2025, NBC announced its midseason lineup: The Hunting Party returns to NBC on Thursday, Jan. 8 at 10 p.m., and The Fall and Rise of Reggie Dinkins debuts with a one-hour premiere on Monday, Feb. 23 at 8 p.m. ET/PT before moving to its regular timeslot on Monday, March 2 at 8:30 p.m.

Announcement Milestone Schedule Scope Verified NBC Lineup Record
May Upfront Release Rolling Development and Greenlights On May 12, 2025, NBC unveiled its 2025 fall schedule, greenlighting The Fall and Rise of Reggie Dinkins and stating that as part of NBC’s rolling development cycle and 52-week scheduling strategy, the comedy pilot Stumble could air in the 2025-26 season if picked up to series
May Upfront Release Initial Fall Thursday Lineup In NBC’s Fall 2025-26 schedule (Sept./Oct., all times ET/PT), Thursday nights were scheduled as Law & Order from 8-9 p.m., Law & Order: SVU from 9-10 p.m., and The Hunting Party from 10-11 p.m.
Fall Premiere-Date Release Pre-Launch Series Adjustments In NBC’s fall premiere-date release (dated September 16, 2025), NBC scheduled its new cheerleading comedy Stumble to premiere on Nov. 7 on Fridays following Happy’s Place, while stating that returning drama The Hunting Party and newly ordered comedy series The Fall and Rise of Reggie Dinkins would be added to the 2025-26 schedule at a later date
Fall Premiere-Date Release Revised Fall Thursday Lineup In NBC’s Fall premiere-date schedule, Thursday, Sept. 25 was scheduled as Law & Order from 8-9 p.m., Law & Order: Special Victims Unit from 9-10 p.m., and Law & Order: Organized Crime from 10-11 p.m. ET
Midseason Lineup Release January Monday and Thursday Lineup In NBC’s 2026 Midseason Schedule, the January 2026 lineup sets Monday, Jan. 5 as St. Denis Medical at 8, The Paper at 8:30, The Wall (season premiere) at 9, and Brilliant Minds at 10, and sets Thursday, Jan. 8 as Law & Order at 8, Law & Order: SVU at 9, and The Hunting Party (season premiere) at 10
Midseason Lineup Release Post-Olympics Monday Rotation In NBC’s February–March midseason rotation, Monday, Feb. 23 features The Fall and Rise of Reggie Dinkins (series premiere) at 8 and 8:30 followed by The Voice at 9, and Monday, March 2 shifts to St. Denis Medical at 8, The Fall and Rise of Reggie Dinkins at 8:30, The Voice at 9, and Brilliant Minds at 10

Readers exploring television scheduling and production roles can browse additional explainers on the blog index, read how series leadership works in what a showrunner decides, or review our editorial standards on the About page.

Sources

  • NBCUniversal — After Upfronts: Inside How NBCUniversal’s Ad Sales Team Turns Buzz Into Business
  • NBCUniversal Advertising & Partnerships — NBCUniversal Return to Radio City Music Hall for Upfront Presentation
  • NBCUniversal — NBCUniversal Delivers the Next Era of Media and Advertising at Upfront Presentation
  • NBCUniversal — NBCUniversal Closes Upfront Negotiation Cycle
  • Nielsen — Need to Know: What Are Nielsen Ratings?
  • Nielsen — Nielsen Begins Updated Era of TV Ratings with Big Data + Panel for This Fall’s TV Season
  • Nielsen — Streaming Embarks on Annual Summer Ascent in Nielsen Gauge Reports
  • NBCUniversal — NBC Greenlights New Dramas Line Of Fire And The Rockford Files Plus Comedies Newlyweds And Sunset P.I.
  • NBCUniversal — NBC Sets Fall Premiere Dates
  • FOX / FOXFLASH — FOX Sets Fall Premiere Dates for a Season of Bold, Iconic and Energetic Entertainment
  • CBS / Paramount Press Express — CBS Announces Fall Primetime Premiere Dates
  • NBCUniversal — NBC Unveils Its Fall Schedule
  • NBCUniversal — The Fall and Rise of Reggie Dinkins Anchors NBC Midseason Lineup