Executive Summary

After a turbulent 2020, TV networks are hoping for a return to normalcy and to lock in more advertising commitments during this year’s annual upfront negotiations.

How much money will be spent on linear TV advertising during the upfronts?

Advertisers will spend $19.90 billion upfront in the 2021-2022 TV season, an increase of 7.6% over the previous cycle.

Are advertisers spending more upfront dollars on streaming services?

Upfront spending on digital video ads continued to grow at double-digit rates even during 2020 and will accelerate this year. Upfront video ad spending on connected TV in particular will increase by almost 50% this year.

Do advertisers expect upfront transactions to become more flexible?

Nearly two-thirds of advertisers surveyed by iSpot.TV said their upfront commitments would be more flexible this year.

What do advertisers look for in upfront presentations?

Three-fourths of marketers expected upfront presenters to share meaningful research, according to Advertiser Perceptions.

WHAT’S IN THIS REPORT? This report includes our latest forecasts for upfront TV and upfront digital video ad spending.

KEY STAT: After two years of pandemic-related decreases in upfront TV ad spending, US advertisers will increase outlays by 7.6% this year to almost $20 billion.