Prime-time upfront dollars rise 9% to $33.7B as streaming grabs 30% more
MediaPost’s Wayne Friedman reports that total prime-time upfront ad commitments climbed 9% to $33.7 billion even as CPMs fell 6%, with streaming volume up 30%. Buyers are trading rate for reach, pushing dollars into streaming faster than linear can hold price.
Why it matters. Linear sellers now collect 6% lower CPMs on prime-time inventory as buyers redirect the extra 30% in streaming volume toward reach over rate.
Signal from mediapost.com · Wayne Friedman · read the original.
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