Upfront TV and Digital Video 2022

A Return to Normalcy for a $20 Billion Market

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About This Report
Following a few turbulent years, upfront TV ad spending will maintain momentum from last year.
Table of Contents

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.

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

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12charts

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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

    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

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    Read This With Insider Intelligence

    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