The macroeconomic landscape and ongoing industry measurement debates are causing media agencies and advertisers to proceed with caution during this year’s US upfront, according to research from Advertiser Perceptions. 

Why it matters

Every spring in the US, the upfront buying marketplace sees brands commit large sums of their video adspend for the coming year. And although brands say they are not betting as big during the upfront this year, the amount of money that will be spent is still considerable. 

Takeaways

• Upfront spending is expected to be softer this year, with only 27% of advertisers planning to increase their upfront...