Some Ad Optimism Ahead of Upfronts

We may be in a golden age of streaming, but the traditional upfronts still play a pivotal role when it comes to TV media planning and buying. With the 2024 festivities rapidly approaching, iSpot.tv surveyed brand and agency advertisers to find out how they’re planning for the year ahead. One key finding? Despite the hurdles that buyers are facing, especially around streaming, there’s some optimism around budget allocation. Specifically: 

• 27% of survey respondents expect to spend more during this year’s upfronts than they did last year. 
• 54% are planning to commit about the same amount as in 2023. 
• There’s a difference between brand and agency perspectives: 85% of agency respondents believe upfront budgets will grow or remain the same, compared to 74% of brand respondents. 

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