Will TV advertising dollars eventually dry up as linear TV viewership erodes?
That’s a question MoffettNathanson Senior Analyst Rob Fishman tackles in a fresh investor note, in which he observes, “While the upfronts haven’t suffered the sudden extinction many forecasted, its role has evolved as Connected TV becomes a more prominent piece of advertiser commitments.”
As such, the Upfronts “still represent a good barometer of the future of the industry, measuring advertiser sentiment and signaling where budgets are flowing in the year ahead.”
