Analyst Foresees Lower Linear, Higher Streaming CPMs

This article was originally featured on MediaPost. 

In a recent industry estimate, Media Culture predicts a notable shift in the advertising landscape for this upfront season. Traditional linear TV upfront volume is expected to decline by 2% to $17.5 billion compared to last year. In contrast, streaming upfront deals are projected to experience significant growth, increasing by 37% to reach $18.6 billion. This trend highlights the growing preference for streaming platforms among advertisers.

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