US TV upfront to recover by 7.6%

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 26, 2021, 2:49 AM UTC

This would be for the 2021-2022 period and would translate to $19.9 billion in US TV upfront ad spending, as per eMarketer’s report.

The report estimates a year of expected recovery for the year, similar to other advertising platforms. The US TV upfront would climb up to $19.9 billion during 2021-2022 from $18.5 billion during 2020-2021 and $19.2 billion during 2019-2020.

This however is less than the forecast for 2022-23, wherein TV upfront ad spending could reach $20.57 billion. More recently, according to Media Dynamics, the pandemic disrupted the TV business resulting in $2.9 billion in cancelled upfront commitments.

eMarketer stated that in a typical year, 4% of upfront commitments would be cancelled by advertisers. Moreover, the researchers considered ad spending on all national linear broadcast and cable TV platforms including digital media to calculate these results.

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