Addressable TV is now a foundational layer of how advertisers approach multiscreen TV planning, reflecting years of steady momentum and growing confidence in its ability to deliver precision at scale.
That shift is increasingly evident in the TV Upfronts. As advertisers look to lock in flexibility, accountability, and more targeted reach, addressable TV is continuing to move from an add-on to a must buy.
Nearly Four in Five Advertisers Say Addressable TV Will Play a Role in Upfronts Negotiations
Will Addressable TV Play a Role in 2026-2027 Upfronts Negotiations
New research with Advertiser Perceptions shows that 78% of advertisers expect addressable TV to factor into their 2026–2027 Upfronts negotiations, up significantly from 67% the year prior.
One-Third of Advertisers Say Addressable TV Will Play a Very Important Role in Upfronts Negotiations
Importance of Addressable TV in 2026-2027 Upfronts
Addressable TV is no longer an emerging investment; it’s becoming a key lever in how advertisers approach the Upfronts.
Among advertisers who expect addressable TV to factor into their Upfronts plans, its importance is rising sharply. Nearly 30% say addressable TV will be very important to their negotiations, representing a +26% increase from last year.
Three-Quarters of Advertisers Expect Addressable TV To Be More Important in Upfronts Negotiations Compared to Last Year
Importance of Addressable TV in 2026-2027 Upfronts vs. 2025-2026
Momentum is further accelerating: Among those advertisers, 75% say addressable TV will be more important in this year’s Upfronts negotiations, marking a +41% increase over 2025 and underscoring how quickly addressable has moved from consideration to expectation.
Unlocking the Power of Addressable TV
Advertisers are increasingly making addressable TV a core element of their buying strategies so they can effectively connect with viewers in premium environments. This reflects growing industry alignment around making premium video more measurable, actionable, and outcome‑driven—helping solidify addressable TV as a foundational channel for better advertiser outcomes. To learn more about how to unlock the power of addressable TV advertising, visit goaddressable.com.
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