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US TV upfront spending share returns to pre-COVID levels

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.

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 · Dan Meier · read the original.

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