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Survey Reveals Optimism Around 2024 Upfront TV Ad Spending, Key Streaming Challenges

Data compiled by iSpot details advertiser attitudes around streaming, currency, transparency in lead-up to upfronts

TV measurement company today released the results of its annual upfronts survey, sharing key takeaways around advertiser sensibilities heading into this year’s TV ad buying upfronts.

The separate upfront and streaming surveys collected responses from hundreds of brand and agency TV advertisers, to gauge year-over-year attitude changes toward upfront buying, streaming investment and challenges, measurement transparency, and currency. Some of the top-level findings:

Upfront Optimism Rises

  • 27% of advertisers planned to spend “a bit more” or “much more” during the upfronts compared to last year (up from 21% in 2023).
  • Another 54% of respondents indicated upfront spending would be about the same vs. 2023.
  • Agencies were more bullish around upfronts, on average, than brands, with 85% of agency respondents expecting upfront spending to rise or stay the same (vs. 74% of brands).
  • Streaming’s Lingering Challenges For Brands

  • “Fragmentation” was the biggest challenge for streaming measurement, with 53.6% of respondents ranking it first or second.
  • 30% of those surveyed indicated one-fifth or more of upfront budgets would be allocated toward digital streaming platforms (same as 2023).
  • Marketers ranked “business outcomes” both as one of the top challenges, and also among the least-challenging aspects of streaming; perhaps a reflection of the goal of TV ad campaigns to drive brand lift.
  • Currency Interest Stays Steady

  • 58% say they are “somewhat interested and want to learn more” about new currency, up slightly from 2023.
  • 87% of TV advertisers that spend $250 million or more (annually) on TV indicated at least some interest in alternative currencies for this year’s upfronts.
  • 27% of marketers have no interest in alternative currencies, which is down from 31% the year prior.
  • While the upfronts remain pivotal in TV media planning and buying, these trends, along with other disruptions, will continue to transform the industry even after all the deals are done. Through it all, having an independent measurement solution built on reliable data that holistically tracks TV ad activity across screens will set advertisers up for success.

    For more results from this year’s upfront and streaming surveys, download iSpot’s 2024 upfront report today. is the market leader in real-time cross-platform TV ad measurement and attribution. The company’s always-on platform measures the business impact and brand impact of TV advertising and offers fast, accurate and actionable information that empowers brands to justify and optimize TV and video investments.