Future of TV Briefing: How mid-sized advertisers may shape this year’s upfront market

This week’s Future of TV Briefing looks at how mid-sized advertisers may be less inclined to make upfront commitments this year — which could have the effect of pressing larger advertisers to commit.

• The upfront’s middle-class crunch
• NFL’s streaming situation, YouTube’s AI Overviews and more

There are plenty of ad market indicators to track in this year’s TV and streaming upfront marketplace (we’ll be publishing a list in a couple weeks). But among them is — between the economy deteriorating, TV networks and streaming services seeking commitment increases and the easier access to streaming inventory outside the upfront — to what extent may mid-sized advertisers, such as direct-to-consumer brands, opt out of the upfront. And if they do, is that actually such a bad thing for the sell side?

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.