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 iSpot.tv 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
Streaming’s Lingering Challenges For Brands
Currency Interest Stays Steady
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.