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# US TV upfront spending share returns to pre-COVID levels
- URL: https://fabric-media.ghost.io/us-tv-upfront-spending-share-returns-to-pre-covid-levels/
- Published: 2026-08-25T23:23:12.000Z
- Updated: 2026-08-25T23:23:13.000Z
- Description: Upfront commitments made up 75% of total deal volume this season, per Madison & Wall and Media Dynamics research. That matches pre-pandemic norms, reversing years of advertiser reluctance to lock in spend months ahead.
- Author: Fabric.Media Editorial
- Tags: Agencies, Dan Meier

**Why it matters.** Sellers regain pricing leverage in future negotiations as advertisers commit further in advance rather than shifting spend to the scatter market.

*Signal from* [*videoweek.com*](https://videoweek.com/?ref=fabric-media.ghost.io) *·* [*Dan Meier*](https://fabric-media.ghost.io/tag/by-dan-meier/) *·* [*read the original*](https://videoweek.com/2026/08/25/week-in-charts-ai-brings-monetisation-opportunities-for-publishers-confidence-returns-to-upfront-investments-and-us-viewers-turn-to-long-form-creator-content/?ref=fabric-media.ghost.io)*.*