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Learn More →Digital Video Forecast and Trends Q2 2026
CTV Conquers the Upfronts
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Table of Contents
Executive Summary
Macroeconomic uncertainty will cloud the upfronts again
Upfront ad prices will mostly be stagnant—aside from sports
Recommendations for brands
EMARKETER Interviews
Sources
Media Gallery
About This Report
Upfronts are shifting as connected TV ad buys overtake primetime linear for the first time. Advertisers are pushing for performance—not just reach—and premium live content will command high ad prices.
Table of Contents
Executive Summary
Macroeconomic uncertainty will cloud the upfronts again
Upfront ad prices will mostly be stagnant—aside from sports
Recommendations for brands
EMARKETER Interviews
Sources
Media Gallery
Connected TV (CTV) upfront ad spending will surpass primetime linear for the first time, as buyers increasingly look beyond reach to performance outcomes. Economic uncertainty is clouding budgets, while ad prices for scarce live content will increase.
Key Question: How much money will advertisers spend on video during the upfronts?
Key Stat: In 2026, US CTV upfront ad spending ($17.73 billion) will exceed primetime linear TV upfront ad spending ($16.98 billion) for the first time.
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authors
Ross Benes
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