At a time when many on both the supply and demand side are
trying to get a handle on the 2020-21 network upfront advertising marketplace, or whether there will even be one, eMarketer has weighed in with a revised forecast projecting the volume of ad spending
will decline by a third vs. its previous estimates. Its new estimates project the 2020-21 upfront marketplace for broadcast and cable TV networks will total $14. 78 billion, down from its previous
estimate last year of $21. 64 billion. eMarketer also revised its 2019-20 upfront estimate down slightly, and its 2021-22 upfront forecast down significantly.
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