Our upfront TV ad spending forecast includes TV ad spending resulting from the national primetime TV upfronts. This includes linear and digital inventory that broadcast networks and cable channels sell during the upfronts but not upfront commitments that don’t ultimately result in a transaction.
In a recent survey, 58% of marketers said they’ve shifted budget from linear TV efforts to CTV, illustrating how marketing strategy and spending are changing to accommodate this burgeoning channel.
We expect the availability of more connected TV (CTV) inventory—including NFL Thursday Night Football rights and the revamped Freevee offering—will help Amazon lure TV ad dollars from both national media and shopper marketing budgets with the enticement of closed-loop performance. What It Means. Despite current challenges, Amazon will recapture ecommerce market share.
Nielsen makes big changes to how it measures TV audiences: Following loss of accreditation, the company’s revamp aims to make it simpler for advertisers to compare linear and digital performance.