Upfront TV ad spend continues declines in 2024

Key stat: US upfront TV ad spend will decline this year by 2.5% and again in 2025 by 4.5%, marking three years of decline, per our May 2024 forecast.

Beyond the chart:

• As upfront linear ad spend declines, US upfront/NewFront digital video ad spend is on the rise.
• US upfront/NewFront digital video ad spend will increase by 37.3% to reach $18.61 billion, per our May 2024 forecast.
• As connected TV (CTV) becomes more popular, 40% of US agency and marketing professionals are reallocating funds from linear to boost CTV spend, according to March 2024 data by Interactive Advertising Bureau (IAB), Advertiser Perceptions, and Guideline.

Use this chart:

• Demonstrate the need to diversify advertising beyond traditional TV.
• Make an argument for investing in CTV.
• Illustrate the decline in traditional advertising.

More like this:

• 3 milestones that mark the ascent of CTV: Ad spend, viewers, and major players
• 5 charts to inform your video marketing strategy
• Reallocation from linear TV is the No. 1 source for funding CTV ad spend increase
• 5 key stats on CTV: Growth normalizes, subscriptions reign, and ad spend evolves