73% of marketers plan higher Upfront budgets in 2026
A JamLoop survey indicates that 73% of marketers plan to increase their spending in the upcoming 2026 Upfront season. This budget shift is directed toward premium live event CTV advertising.
Key Takeaways
- JamLoop’s survey finds 73% of marketers plan to increase Upfront spending in 2026.
- The budget shift is directed toward premium live event CTV advertising.
- The survey was released ahead of the 2026 Upfront season.
Why It Matters
Marketers are signaling more budget for Upfront inventory, and the survey ties that shift specifically to premium live event CTV. That points to live-event supply remaining a priority in streaming ad planning, rather than generic CTV buys. For the broader streaming ad ecosystem, the detail matters because it isolates where advertisers want to concentrate spend ahead of Upfront negotiations. Watch for how much of the 2026 Upfront conversation centers on premium live event CTV versus broader CTV inventory.
Read full article at advanced-television.com
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