US upfront TV ad expenditure will fall by 2.5% this year and 4.5% in 2025, for a three-year fall, according EMarketer’s May 2024 forecast.

As upfront linear ad spend drops, US upfront/NewFront digital video ad spend increases.

EMarketer’s May 2024 forecast predicts that US upfront/NewFront digital video ad expenditure would increase by 37.3% to $18.61 billion.

According to March 2024 statistics from the Interactive Advertising Bureau, Advertiser Perceptions, and Guideline, as connected TV (CTV) grows in popularity, 40% of US agency and marketing professionals are reallocating cash from linear to increase CTV expenditure.


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