The news: Though traditional TV networks are the primary players in the US upfronts, streaming services will likely emerge as the prime beneficiaries this year.
- Upfront CTV ad spending will rise 34.6% to $6.41 billion in the US this year. That alone will mirror what was spent on CTV in its entirety three years ago.
- For the first time, CTV will account for more than two-thirds of US upfront digital video advertising spending in 2022. Upfront spending accounts for about one-third of total CTV ad spending.
- Total US TV upfront ad spending will be flat at $19.21 billion in 2022-2023.
Brands in demand: An April survey by iSpot found that nearly four-fifths of respondents intended to devote upfront dollars to Hulu, while about half planned to spend with Peacock, Roku, and YouTube TV.