To make an Upfront commitment is to make a bet—a bet that buying inventory ahead of time is worth the discount and that buying closer to when ads run is not worth the premium. It’s a better bet to grab ad space now in case it runs out later.

US TV ad spending will decline from next year through 2026 except for a slight uptick in 2024. At the same time, connected TV ad spending will grow at double-digit annual rates, more than offsetting the losses on the traditional side.

Following a few turbulent years, upfront TV ad spending will maintain momentum from last year.

As brands strategize on how best to engage consumers, Mint Mobile is looking to leverage event programming such as live news and sports. In this Q&A, Mint Mobile's Aron North, CMO, discusses the importance of experimentation, and why the brand allocates 10% of its budget for exactly that.

In analyzing the media landscape, the Interactive Advertising Bureau (IAB) is reimagining the future of digital viewership. In this Q&A, the IAB's Eric John, vice president, media center, discussed continuous growth in video advertising and connected TV, why the old model of a million-dollar TV commercial playing once everywhere is gone, and how to make creative work better.

Whether it’s fluctuating viewership or leveraging data-driven technologies to identify the right time and place for brand awareness, there's power in being flexible. In this Q&A, Mediahub's Carrie Drinkwater, chief investment officer, shares where marketing attention is shifting, what clients are looking for, and where new obstacles are rising.

While TV investments have remained resilient, YouTube is looking to drive viewership in a unique, consumer-first way. In this Q&A, Google's Brian Albert, managing director, shares why linear TV is largely going to revolve around live sports and news and connected TV is going to be the main topic in every Upfronts negotiation this year.

Virtual product placements are about to become big business: Both Amazon and NBCUniversal touted new ad units during the NewFronts.

For the first time, we have broken out the portion of US upfront digital video ad spending that goes to connected TV (CTV). This year, advertisers will increase their upfront CTV video ad spending by almost 50% year over year to $4.51 billion.

On today's episode, we discuss why Uber is trying to be a one-stop shop and how DoorDash outperformed Uber during the pandemic. We then talk about The New York Times' Q1 subscriber and revenue performance, NBCUniversal's thoughts on regional sports, and what stood out at this year's NewFronts. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

The TV upfronts look to bounce back in 2021 after a tough year resulting from disruptions wrought by the pandemic.

With the upfront season in full swing, how can advertisers reach streaming audiences? Natalie Bastian, vice president of marketing at Tubi, and Rimma Kats, editorial director at eMarketer, discuss how incrementality in streaming can help bolster linear investments.

NewFronts recap: Exclusive content on ad-supported platforms, shoppable shows, and creator-driven video content on social media were three major trends we saw at the NewFronts this past week.

eMarketer analyst Ross Benes and senior analyst at Insider Intelligence Audrey Schomer discuss how the coronavirus has influenced sports' gradual move to digital. They then talk about starting meaningful conversations online, who still has pay TV and whether we will see the Upfronts and the NewFronts unite?

With the coronavirus pandemic leading to a significant economic slowdown, we’re providing updated guidance to our clients about what we expect for ad spending during H1 2020. We finalized our most recent complete forecast on March 6, 2020, before the cascade of drastic social distancing and market declines began in the US. Since then, we have provided guidance through a series of "Analyst Take" notes on US ad spending. Guidance for US search, out-of-home, display, digital video and TV are now available. We also issued ad spending guidance in Canada, China, France, Germany and the UK. We will update our full-year forecast for ad spending again in June.

With the ever-changing situation surrounding the coronavirus outbreak, it is unclear how long the pandemic will last and what its effect on the economy—and therefore the TV industry—will be.

Ad dollars and viewers are pouring into digital video platforms as the TV industry continues to lose subscribers.

US advertisers are committing more dollars upfront for linear TV and digital video, however the percentage of digital video ads being sold programmatically continues to increase.

Advanced targeting on TV and cross-screen placement of video ads are hot advertising topics. This report examines their likely influence on deals conducted during the 2018-2019 TV Upfronts, Digital NewFronts and beyond