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This story was delivered to Insider Intelligence eMarketer Briefing subscribers earlier this morning. IInsider Intelligence analyzes this industry and several others to provide in-depth analyst reports, proprietary forecasts, customizable charts, and more. Learn more about what we offer. US upfront TV ad spending will decline 1.4% in the 2019-2020 season to $20.28 billion, and drop a substantial 27.1% in the 2020-2021 season to $14.78 billion, a $5.5 billion difference year-on-year. This is a significant change from our pre-pandemic estimates, when we expected to see single-digit growth for both seasons at 2.3% and 1.8%, respectively.
In H2, brands will cut a significant share of TV upfront ad spending due to difficult economic conditions. Without clarity into whether business operations will be stable later in the year, brands are planning less of their TV buying in advance, which normally gives advertisers about half a year to plan a campaign, and will likely rely on inventory purchased within much shorter time horizons .
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