Advertisers Plan on Spending One-Third Less in This Year's Upfront

Covid-19 uncertainty could lead to $7 billion in lost revenue

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Many media companies and buyers expected that this year’s upfront marketplace will be softer in the midst of a pandemic, but a new survey of advertisers reveals just how seismic the ad revenue losses could be this year.

Advertisers are planning on spending 33% less in this year’s upfront, according to a new survey from Advertiser Perceptions. That would mean that of the roughly $20 billion in ad revenue usually transacted during upfront negotiations, one-third of that—close to $7 billion—would be MIA.




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