What: According to new research from eMarketer, TV upfront revenues are forecast to climb 2.5%, with digital video upfront deals growing 20%.
Why it matters: In the upfront market, big brand TV marketers secure 50-75% of their yearly TV network inventory.
According to new research from eMarketer, TV upfront revenues are forecast to climb 2.5%, with digital video upfront deals growing 20%. Upfront revenue, to kick off in a few weeks, is expected to rise to US $21.25 billion from last year’s $20.76 billion.
In the upfront market, big brand TV marketers secure 50-75% of their yearly TV network inventory for the course of the broadcast year, which runs from September through August. Total yearly network TV revenue is forecast to be around US $45 billion to US $50 billion. According to eMarketer, “TV companies on both the broadcast and cable side have been able to consistently raise prices on inventory sold at the upfronts. This is expected to continue into the future, as desirable inventory becomes more scarce, given viewership declines, particularly in younger demographics.”
The upfront market for digital video platforms is set to climb nearly 20% to reach US $4.39 billion. Upfront digital video ad spending accounts for only 12.2% of total digital video ad spending in 2019, eMarketer notes.
“Digital video ad spending committed in advance is growing rapidly, but remains a small part of the market,” said Eric Haggstrom, forecasting analyst for eMarketer. “The majority of the spending doesn’t happen at the Digital Content Newfronts, but at the TV upfronts,” because networks continue “to package digital inventory with traditional TV in order to reach people who don’t watch traditional linear broadcasts.”