Everything has accelerated since the pandemic, including the historically slow-moving TV ad market. Not only did this year’s upfront cycle blow by, but early talks ahead of next year’s upfronts are already underway.

“We’re having earlier conversations,” said Kim Kelleher, president of commercial revenue and partnerships at AMC Networks, in the latest episode of the Digiday Podcast. “Maybe it’s because I come from digital media and publishing, which were always-on mediums, that television is starting to feel a lot more like the always-on world that I came from. We’re having conversations already about next year.”

To be clear, Kelleher described those conversations as “preemptive” planning discussions. “Certainly not negotiating,” she said. Still, the fact that conversations about next’s upfronts are taking place a month after this year’s deals took effect indicates how the overall TV ad market is changing as the dividing line between linear and digital blurs and advertisers reevaluate their options for reaching audiences.

“There’s a level of thoughtfulness that needs to go into the media mix and the distributions you’re going to choose to tell and market your stories with,” Kelleher said. “It’s never too soon to start.”