What do CMOs want from TV? The TV upfronts , happening this week in New York City, are largely a series of pitches to agency buyers by entertainment giants hoping to secure big spending commitments. But it's the marketers working at brands who actually control the ad budgets. I spoke with top marketers about what they're focused on this year, as the industry descends on Manhattan's theaters and music halls for a parade of celebrity cameos, splashy trailers, and billion-dollar sales pitches. (