Digital Video Forecast and Trends Q2 2024

Upfront Advertising Will Outlive Linear TV

Report by Ross Benes  | Jun 18, 2024
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Executive Summary
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Table of Contents
Executive Summary
Meet the new upfronts, same as the old upfronts
The currency revolution is stuck in neutral
EMARKETER Interviews
Sources
Media Gallery
About This Report
Total upfront ad spending will grow this year, even though upfront TV commitments will decline.
Topics
TV Advertising
United States
Table of Contents
Executive Summary
Meet the new upfronts, same as the old upfronts
The currency revolution is stuck in neutral
EMARKETER Interviews
Sources
Media Gallery

Upfront advertising is evolving due to streaming’s growth and the emergence of alternative currencies. TV and digital upfront spending will achieve similar levels this year.

Key Question: How much money will advertisers spend on upfront linear TV and digital video ads?

Key Stat: US upfront linear TV ad spending will fall again this year to $17.53 billion, and it will decline further in 2025, per our forecast.

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8expert perspectives

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    Table of Contents

    1. Executive Summary
    2. Meet the new upfronts, same as the old upfronts
    1. The currency revolution is stuck in neutral
    2. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Expected Change in Video Ad Budget for the Upfront Negotiation Period According to US Agency/Marketing Professionals, 2023 & 2024 (% of respondents)Nielsen Is Still the Currency Provider With The Widest Adoption Among Major Networks

    Interviewed for This Report

    Sean Cunningham
    VAB
    CEO
    Interviewed April 16, 2024
    John Donahue
    Up and to the Right
    Partner
    Interviewed March 11, 2024
    Eric Haggstrom
    Advertiser Perceptions
    Vice President, Business Intelligence
    Interviewed May 2, 2024
    Pooja Midha
    Effectv
    Executive Vice President, General Manager
    Interviewed May 1, 2024
    Dave Morgan
    Simulmedia
    Founder, Executive Chairman
    Interviewed May 9, 2024
    Nicole Scaglione
    PubMatic
    Global Vice President, CTV/OTT and Online Video
    Interviewed March 18, 2024
    Kristina Shepard
    Roku
    Vice President, Global Advertising Sales and Partnerships
    Interviewed May 6, 2024
    Catherine Walstad
    Marketing Architects
    Vice President, MA Media
    Interviewed April 11, 2024

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    authors

    Ross Benes

    Contributors

    Vivian Dong
    Associate Forecasting Analyst
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Yoram Wurmser
    Principal Analyst

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