Amidst Economic Uncertainty, Over Half of Marketers Expect TV/Streaming Budgets to Rise in 2025
iSpot surveyed hundreds of marketing leaders see how brands and advertisers are planning for the 2025-26 TV Upfronts.
With the 2025 Upfronts kicking off soon, iSpot has just released the results of its annual market research survey, based on feedback from measurement-driven marketers in brands and agencies across industries. The report highlights key takeaways and current trends when it comes to media buying in today’s era of fragmentation — including the fact that a wide majority (86%) of respondents expect their TV and streaming budgets to either increase or stay the same.
- Of those, 51% anticipate a budget increase of at least 1% compared to previous years, with 35% saying budgets will probably remain the same.
- When asked specifically about the budget share going to Upfront commitments, 28% expect it to increase year-over-year, with just 1% seeing a major increase. iSpot notes that “this indicates some movement from traditional Upfront buying to spending against targeted on-demand programming, social media, scatter and other areas. “
- On average, 32% of Upfront budgets are allocated to streaming — but a full third of advertisers will allocate nearly half (48%) of that budget to streaming.
iSpot’s full report also explores critical industry including what advertisers see as the biggest measurement challenges and opportunities — download it here.
