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.
Ariel Ben Solomon is the Growth and Strategy manager at Ecomhunt. He is the host of the Ecomhunt Podcast. Can be followed on Twitter at @ArielBenSolomon
