US TV advertisers will spend nearly $20 billion in the upfronts; NBCUniversal's regional sports dilemma, Uber wants to deliver everything, and NewFronts highlights

For the 2021–2022 TV season, US upfront ad spending will bounce back to nearly pre-pandemic levels, if not to its 2018–2019 peak, according to our latest estimates. May 25, 2021 [US TV advertisers will spend nearly $20 billion in the upfronts; NBCUniversal's regional sports dilemma, Uber wants to deliver everything, and NewFronts highlights]() For the 2021–2022 TV season, US upfront ad spending will bounce back to nearly pre-pandemic levels, if not to its 2018–2019 peak, according to our latest estimates. Advertisers will increase their upfront TV spending by 7.6% this year to $19.90 billion—this assumes a continuing recovery from the pandemic and economic crisis in the US. Our upfront TV ad spending forecast includes TV ad spending resulting from the national primetime TV upfronts. This includes linear and digital inventory that broadcast networks and cable channels sell during the upfronts but excludes upfront commitments that don’t ultimately result in a transaction. Because some upfront commitments get canceled, commitment estimates differ from what advertisers end up spending. We last forecast upfront TV ad spending in June 2020, when we expected big decreases as a result of the pandemic—but those decreases took a different shape than we had predicted at the time. [Read the full article.]() [Download Nielsen’s Customer Intelligence Gap in CPG Advertising Ebook]() We’re living in a time of disruption and it’s harder for advertisers to make connections with consumers. To complicate matters, CPG brands know the least about their consumers given the retailer intermediary. [Discover why quality consumer data can help fight back against trends at shelf.]() [Podcast: Uber wants to deliver everything, NBCUniversal's regional sports dilemma, and NewFronts highlights]() On today's episode, we discuss why Uber is trying to be a one-stop shop and how DoorDash outperformed Uber during the pandemic. We then talk about The New York Times' Q1 subscriber and revenue performance, NBCUniversal's thoughts on regional sports, and what stood out at this year's NewFronts. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom. ["Behind the Numbers" is made possible by VTEX. Listen in.]() [chart-image]() [Report: Ecommerce and Retail Customer Experience 2021]() Across brick-and-mortar and ecommerce, the customer experience landscape has changed dramatically—and permanently—during the pandemic. This report discusses some of the top CX developments in both online and offline retail, including first-party data, augmented reality, contactless payments, click and collect, and frictionless checkout. [Read the executive summary.]() [chart-image]() [Foldable smartphone shipments are increasing, but don't expect them to take over anytime soon]() From 2019 to 2022, foldable smartphone shipments will increase globally by nearly 18 million. [Read the article.]() [chart-image]() ©2021 Insider Intelligence Inc. 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence Inc. [Unsubscribe](/ODY3LVNMRy05MDEAAAF9Qpqk0s5qG9f6v2Ua28Jh2xvk0ZJftckO3r9zt4pD4HXvP28qj2ov7vpWSAiOMj0ESl1DEBA=) | [Change email address](/ODY3LVNMRy05MDEAAAF9Qpqk0s5qG9f6v2Ua28Jh2xvk0ZJftckO3r9zt4pD4HXvP28qj2ov7vpWSAiOMj0ESl1DEBA=) | [Update preferences](/ODY3LVNMRy05MDEAAAF9Qpqk0s5qG9f6v2Ua28Jh2xvk0ZJftckO3r9zt4pD4HXvP28qj2ov7vpWSAiOMj0ESl1DEBA=) | [Advertise](=/ODY3LVNMRy05MDEAAAF9Qpqk0s5qG9f6v2Ua28Jh2xvk0ZJftckO3r9zt4pD4HXvP28qj2ov7vpWSAiOMj0ESl1DEBA=) [Select "Research Submissions"](=/ODY3LVNMRy05MDEAAAF9Qpqk0s5qG9f6v2Ua28Jh2xvk0ZJftckO3r9zt4pD4HXvP28qj2ov7vpWSAiOMj0ESl1DEBA=) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](=/ODY3LVNMRy05MDEAAAF9Qpqk0s5qG9f6v2Ua28Jh2xvk0ZJftckO3r9zt4pD4HXvP28qj2ov7vpWSAiOMj0ESl1DEBA=). =/ODY3LVNMRy05MDEAAAF9Qpqk0s5qG9f6v2Ua28Jh2xvk0ZJftckO3r9zt4pD4HXvP28qj2ov7vpWSAiOMj0ESl1DEBA= =/ODY3LVNMRy05MDEAAAF9Qpqk0s5qG9f6v2Ua28Jh2xvk0ZJftckO3r9zt4pD4HXvP28qj2ov7vpWSAiOMj0ESl1DEBA=