After years of CPMs rising while linear ratings declined, TV advertising was due for a course correction. That’s what happened during the 2023-2024 upfront season. This year’s upfront was already expected to be a buyer’s market, with advertisers holding back dollars due to an uncertain economy and the ongoing erosion of linear TV. However, the…

(SOURCE) https://www.adweek.com/convergent-tv/advertising-buyer-sentiment-2023-tv-upfront/