BELLEVUE, Wash.—Despite ongoing worries about an economic slowdown or recession in the U.S., the TV measurement firm iSpot.tv has released a new survey that shows relatively bullish sentiment going into the 2023 TV Upfronts.
Based on a survey of more than 500 advertising professionals across TV’s top advertising sectors to determine how ad-buying plans will change this year, the study found that 78% of those surveyed still expected overall marketing budgets to increase or remain the same in 2023. In addition, nearly three in four (74%) of respondents expected to spend much more, a bit more or the same as last year during the 2023 TV upfronts.
