Over Two-Thirds of Advertisers Say Addressable TV Will Play a Role in Upfront Negotiations
Advertisers continue to lean into addressable TV advertising as a part of their multiscreen TV strategies, a figure that has seen steady growth over the past few years.
As part of this, there has been an increase in the number of advertisers considering addressable TV advertising as part of their Upfront negotiations and planning. New research with Advertiser Perceptions has found that 67% of advertisers anticipate that addressable TV advertising will play a role in their 2025-2026 Upfront negotiations.
More Than Half of Advertisers Expect Addressable TV to Be More Important in Their Upfront Negotiations Compared to Last Year
Advertisers who say addressable TV will play a role in their Upfronts expect that it will be an important part of their negotiations, with nearly 25% of advertisers saying it will be very important.
On top of that, more than half of those advertisers, 53%, say that addressable TV will be an even more important part of this year’s Upfront negotiations compared to 2024.
Today, Less Than Half of Advertisers Are Taking an Addressable-First Approach
While 80% advertisers are using or planning to use addressable TV advertising in 2025, only 44% of advertisers are planning with addressable-first strategies, with agency buyers reporting to be more likely to start with addressable compared to marketers.
However, industry research has helped to advocate for why addressable TV should be more than an add-on, showing that privacy-focused addressable advertising is the most efficient and cost-effective way to reach audiences at scale, and drives actionable and measurable results.
Optimize the Media Waterfall with Addressable
Go Addressable is committed to helping advertisers across the ecosystem unlock the full potential of addressable TV advertising and reach their audiences at scale. To learn more about the addressable TV advertising opportunity, visit goaddressable.com.
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