State of Media & TV Upfronts 2021 Report

Cynopsis is sharing the results of our State of Media & TV Upfronts – a survey of media & TV/Video production execs on expectations and insights on the upfront markets. One year into the pandemic, there has emerged a degree of industry clarity (or at least building consensus) around certain aspects of the industry, but there remain many differences of opinion and unknowns, primarily related to how the industry’s structure will evolve over the next few years.

We’ve solicited our audience to participate in the survey, which received more than 400 unique responses. We appreciate everyone’s contributions – your insights allow us to provide a comprehensive report as we forge ahead during this year of recovery and transition. Post-pandemic, we will still face many issues, challenges and opportunities, touching on streaming, production, and how audiences and consumer behavior will continue to change. Other challenges include major advertising and marketing industry shifts, and audience measurement.

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Here are some of the key findings from the 19-page report:

  • The industry is split nearly down the middle on preferring a calendar year vs. summer media buying season.
  • 68% of industry executives expect 2021’s Upfronts to be smaller in terms of total dollar volume compared to 2020.
  • 63% of respondents said smaller, “lower key” presentations were a good addition to traditional events – while 24% of those surveyed said they should replace traditional upfronts altogether.
  • Nearly half of industry executives say they are seeing budgets for live linear TV shifting to other outlets.
  • After a rough 2020, the revenue growth outlook for 2021 is positive — 85% of media executives expect their company’s revenue to increase or be flat this year.
  • Even faced with many disruptions and challenges, media executives see a wide range of business opportunities.

Keep reading to find out more…

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