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# UBS: flat-to-down TV ad market is the new normal
- URL: https://www.medianexis.com/ubs-flat-to-down-tv-ad-market-is-the-new-normal/
- Published: 2026-09-30T19:06:14.000Z
- Updated: 2026-09-30T19:06:15.000Z
- Description: Inside Radio reports that a new UBS survey of 39 ad executives finds the TV ad market soft with volume flat to slightly down, even as upfront pricing rises low- to mid-single digits, a trend UBS calls the “normalized marketplace going forward.”
- Author: The Signals Desk
- Tags: Streaming, UBS report on flat TV market (old article)

**Why it matters.** Sellers must now defend price increases in the upfront even as buyers treat flat-to-down volume as the baseline rather than a cyclical dip.

*Signal from* [*insideradio.com*](https://insideradio.com/?ref=medianexis.com) *·* [*read the original*](https://www.insideradio.com/free/ubs-report-for-tv-flat-to-down-market-is-the-new-normal/article%5Fb836bde6-3c60-11e7-8f0e-779963bcd331.html?ref=medianexis.com)*.*