What to expect in this year’s upfront

Erin Firneno

Looks at how this year’s upfront media marketplace in the US is expected to shake out, based on survey data.

This article is part of the May 2023 Spotlight US series, ‘The upfronts – what they mean in 2023’ Read more

This year’s upfront spending period, when many US brands commit much of their annual TV advertising spend, will look very different from years past. This is thanks, in part, to the current state of the economy and the ongoing industry measurement debate. In an analysis of advertiser and agency perspectives conducted in February, Advertiser Perceptionsfound that upfront spending will be softer this year, as less than half of advertisers’ 2023 budgets will be allocated for upfront...

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