Streaming Pulls Ahead as Traditional TV Ad Spending Slumps in Upfront
Advertisers cut upfront budgets for broadcast and cable TV while committing roughly $33.8 billion to streaming, a rise of about 30% year-over-year.
The latest upfront cycle shows a sharp shift of advertising dollars away from traditional television. Media Dynamics' analysis indicates broadcast ad commitments fell by about 5.3% to $8.63 billion, while cable outlays dropped 7.7% to just under $8 billion. Streaming, however, attracted $33.8 billion in commitments, a surge of roughly 30% over the previous year and driving the total market up 9.1%.
Companies including Fox Corp., Amazon, Paramount Skydance, Disney and Netflix reported double-digit percentage increases in streaming ad volume, though most did not disclose exact figures. Meanwhile, CPM rates fell across the board: broadcast CPM slipped to $41.65, cable to $17.70, and streaming to $25.90. Despite the overall decline in linear TV ad spend, broadcast still secured full sell-out of its Super Bowl LXI ad inventory.
Why it matters
The trend shows advertisers favoring streaming, reshaping revenue models for TV networks and content providers.
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