A recent Digiday+ Research survey indicates a notable decline in marketer participation in this year's upfront marketplace, with only 36% planning to spend compared to 51% last year. This trend has been on an upward trajectory from 29% in 2022, but it has now reversed. Among the smaller group of marketers intending to invest, only 22% expect to increase their spending this year. This downturn raises questions about the future dynamics of media buying and the implications for networks and platforms involved in upfront negotiations.
"According to a Digiday+ Research survey, 36% of marketers plan to spend in the upfront market for 2025, a significant drop from last year's 51%."
"The 51% of marketer pros planning upfront spending last year reflected a consistent increase over previous years, raising concerns over this year's decline to 36%."
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