Advertisers Plan on Spending One-Third Less in This Year’s Upfront

Covid-19 uncertainty could lead to $7 billion in lost revenue

an old tv with dollar bills on the screen on a green background
Media companies were already bracing for upfront ad revenue losses, but they could be bigger than anticipated. Photo Illustration: Trent Joaquin; Source: Unsplash

Many media companies and buyers expected that this year’s upfront marketplace will be softer in the midst of a pandemic, but a new survey of advertisers reveals just how seismic the ad revenue losses could be this year.

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.