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EMARKETER

Digital Video Forecast and Trends Q2 2024

Upfront Advertising Will Outlive Linear TV

Report by Ross Benes  |  Jun 18, 2024
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Table of Contents
Executive Summary
Meet the new upfronts, same as the old upfronts
The currency revolution is stuck in neutral
EMARKETER Interviews
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About This Report
Total upfront ad spending will grow this year, even though upfront TV commitments will decline.
Topics
TV Advertising
United States
Table of Contents
Executive Summary
Meet the new upfronts, same as the old upfronts
The currency revolution is stuck in neutral
EMARKETER Interviews
Sources
Media Gallery

Upfront advertising is evolving due to streaming’s growth and the emergence of alternative currencies. TV and digital upfront spending will achieve similar levels this year.

Key Question: How much money will advertisers spend on upfront linear TV and digital video ads?

Key Stat: US upfront linear TV ad spending will fall again this year to $17.53 billion, and it will decline further in 2025, per our forecast.

authors

Ross Benes

Contributors

Vivian Dong
Associate Forecasting Analyst
Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
Yoram Wurmser
Principal Analyst
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