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.
“The
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in