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EMARKETER

Upfront TV and Digital Video 2022

A Return to Normalcy for a $20 Billion Market

Report by Ross Benes  |  May 31, 2022
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Report
The One-Pager
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Table of Contents
Key Points
Digital Video Fuels Upfront Spending Gains
Return of Live Events and Macroeconomic Trends May Shake Up Upfronts
How Advertisers Can Prepare for Shifts in the Upfront and Scatter Markets
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
Following a few turbulent years, upfront TV ad spending will maintain momentum from last year.
Topics
TV Ad Spending
US
Table of Contents
Key Points
Digital Video Fuels Upfront Spending Gains
Return of Live Events and Macroeconomic Trends May Shake Up Upfronts
How Advertisers Can Prepare for Shifts in the Upfront and Scatter Markets
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Following a resurgence in advertiser commitments during last year’s upfronts, TV networks will maintain momentum.

3 QUESTIONS THIS REPORT WILL ANSWER

  1. How much money will advertisers spend during the upfronts?
  2. How do advertisers feel about the return of live upfront events?
  3. Will advertisers adopt new measurement strategies for their upfront deals?

WHAT’S IN THIS REPORT? Our latest forecasts for upfront TV, digital video, and CTV ad spending.

US Upfront TV* Ad Spending, 2019-2024 (billions and % change)
E-Mail ChartDownload

KEY STAT: US TV upfront ad spending will be flat at $19.21 billion in 2022–2023.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

12charts

Reliable data in simple displays for presentations and quick decision making.

14expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Key Points
    2. Digital Video Fuels Upfront Spending Gains
    3. Return of Live Events and Macroeconomic Trends May Shake Up Upfronts
    1. How Advertisers Can Prepare for Shifts in the Upfront and Scatter Markets
    2. Insider Intelligence Interviews
    3. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    US Upfront TV* Ad Spending, 2019-2024 (billions and % change)US Upfront/NewFront Digital Video Ad Spending, 2019-2023 (billions, % change, and % of digital video ad spending)
    What Percentage of US Brand/Advertising Professionals' Upfront Budget Is Allocated to Digital Streaming Platforms? (% of respondents, April 2022)US Upfront Connected TV (CTV) Ad Spending, 2019-2023 (billions, % change, and % of upfront digital video ad spending)
    Streaming Platforms to Which US Brand/Advertising Professionals Are Allocating Upfront Spending, April 2022 (% of respondents)US Cable vs. Over-the-Air (OTA) Households, 2015-2022 (millions)
    Share of US Linear TV Ad Spending, by Type, 2016-2022Point-of-Sale (POS) Payment Methods Used in North America, 2020 & 2024 (% of total)
    Which Topics Would US Agency/Marketing Professionals Most Like to See TV/Media Companies Emphasize in Their 2022 Upfront/NewFront Presentations? (% of respondents)How Flexible Are US Brand/Advertising Professionals' Upfront Commitments for 2022*? (% of respondents, April 2022)
    Leading Key Performance Indicators (KPIs) for Upfront Commitments According to US Agency/Marketing Professionals, March 2022 (% of respondents)Handling of Digital Video and Linear TV Advertising According to US Agency/Marketing Professionals, by Campaign Phase, April 2021 (% of respondents)

    Interviewed for This Report

    Vicky Chang
    Tatari
    Senior Director, Media
    Interviewed April 20, 2022
    Sean Cunningham
    Video Advertising Bureau
    President and CEO
    Interviewed May 4, 2022
    Carrie Drinkwater
    Mediahub Global
    Chief Investment Officer
    Interviewed April 11, 2022
    Erin Firneno
    Advertiser Perceptions
    Vice President, Business Intelligence Operations
    Interviewed April 20, 2022
    Diana Horowitz
    fuboTV
    Senior Vice President, Advertising Sales
    Interviewed April 19, 2022
    Jesse Judelman
    Vevo
    Senior Vice President, Sales, Americas
    Interviewed April 13, 2022
    Eric John
    Interactive Advertising Bureau (IAB)
    Vice President, Media Center
    Interviewed April 19, 2022
    Adam Monaco
    Disney Advertising
    Executive Vice President, Sales
    Interviewed May 4, 2022
    Dave Morgan
    Simulmedia
    CEO and Founder
    Interviewed April 6, 2022
    Michael Perlman
    TVision
    Chief Revenue Officer
    Interviewed April 14, 2022
    Chris Pizzurro
    Canoe Ventures
    Senior Vice President, Global Sales and Marketing
    Interviewed April 27, 2022
    Jes Santoro
    Cadent
    Senior Vice President, Advanced TV and Media
    Interviewed April 5, 2022
    Kristina Shepard
    Roku
    Head of Agency Partnerships, National Brand Team Lead
    Interviewed April 20, 2022
    Catherine Walstad
    Marketing Architects
    Vice President, Media
    Interviewed April 13, 2022

    authors

    Ross Benes

    Contributors

    Whitney Birdsall
    Senior Forecasting Analyst
    Evelyn Mitchell
    Analyst, Digital Advertising & Media
    Peter Newman
    Senior Forecasting Analyst
    Christina Obolenskaya
    Associate Analyst, Executive Interviews
    Chuck Rawlings
    Senior Researcher
    Paul Verna
    Principal Analyst
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