2024 Upfronts Report

iSpot surveyed hundreds of senior marketing executives from leading brands, advertisers and agencies to delve into their strategies and expectations for this year’s TV upfronts, along with the challenges and opportunities in streaming measurement. 

From upfront budget optimism to strategic allocations towards streaming and the pressing need for data transparency, the 2024 Upfront Report from iSpot covers all the key buying trends heading into this year’s upfront.

Download the report and gain a better understanding of how transparent, reliable measurement that holistically tracks TV ad performance across screens helps advertisers navigate these trends and other industry disruptions.

Some key takeaways include:

• 27% of advertisers planned to spend “a bit more” or “much more” during the upfronts than they did last year.
• 30% of survey respondents indicated one-fifth or more of upfront budgets would be allocated toward digital streaming platforms.
• “Fragmentation” emerged as the biggest challenge for streaming measurement, with 53.6% ranking it first or second.