NAB Show
Preparing for Vegas: Webinars On-Demand
Exhibitor Town Hall Series
Beyond the Badge — Understanding the Buyers Shaping the Future of NAB Show
Originally presented: July 29, 2026
How is the NAB Show audience evolving? What types of buyers should exhibitors be preparing to meet? And how can companies position themselves to connect with new business opportunities beyond traditional broadcast?
The media and entertainment industry is evolving, and so is the NAB Show audience. While broadcasters remain the foundation of the show, buyers increasingly include professionals across streaming, sports, enterprise media, content creation, systems integration and other emerging markets.
In this session, Exhibitor Advisory Committee member and President of TitanTV, Heidi Steffens, and NAB Show Vice President of Marketing, Latesa Hughes share exclusive attendee and buyer insights from NAB Show 2026.
Watch on demand to learn which buyer audiences are experiencing the highest growth, why buyer quality matters more than attendance alone, how purchasing behavior is evolving and why exhibitors should begin engaging prospects before arriving in Las Vegas. Hughes and Steffens also share practical strategies for refining booth strategies, reaching new audiences and positioning your solutions around the business challenges they solve.
Key Takeaways:
➡️ Expand your target audience beyond traditional broadcast buyers.
➡️ Start outreach and schedule meetings months before the show.
➡️ Focus your strategies on the business problems you solve, not the industries you serve.
➡️ Design booth graphics and conversations for first-time visitors who may not know your company.
➡️ Demonstrate practical business outcomes, especially when showcasing AI-powered solutions.
➡️ Treat NAB Show as a critical point in the buyer journey, where purchasing decisions are validated and relationships are built.
Whether you’re planning product launches, refining your messaging or looking to connect with more qualified buyers, this session offers practical, data-driven insights to help you maximize your investment and prepare for the future of NAB Show.
Ready for the Spotlight?
NAB Show returns to Las Vegas April 4-7, 2027. Showcase your brand on the show floor and connect with decision-makers seeking the latest solutions in media, entertainment and technology.