Final answer:
Major television advertisers must buy commercial spots during the up-front market to secure ad time on popular TV shows before the season begins.
Step-by-step explanation:
In order to get advertising time on the most popular TV shows, major television advertisers such as Coca-Cola, Ford, General Motors, and State Farm must buy commercial spots during the up-front market, before the season begins. The up-front market is a period when advertisers can purchase spots in advance of the upcoming television season. This pre-season market is critical for advertisers to secure premium advertising slots during high-profile television events and popular shows. With television being such an irresistible platform to reach consumers, advertisers use sophisticated data analytics provided by networks to strategically place their ads in programs that will be watched by their target demographic. By purchasing advertising time during the up-front market, advertisers ensure that they have a space reserved for their commercials to reach the viewers who are most likely to be interested in their products or services.