Overview

• Traditional TV ad spending expected to see minimal growth, with a projected increase of just 1% to $18.79 billion.
• Digital ad spending during Upfronts is set to surge by nearly 32% to $16.45 billion, reflecting a significant shift in advertiser preferences.
• Streaming giants are leveraging ad-supported tiers, with Netflix's ad tier reaching over 23 million monthly active users.
• Sports programming continues to be a major draw for TV advertising, with ongoing negotiations over NBA rights highlighting the high stakes.
• Media companies are adapting to a dynamic market, with some networks pushing for agency-level ad commitments to increase flexibility.