As another upfront season approaches, ad buyers are under more pressure than ever to maximize results. Meanwhile, the TV marketplace itself keeps shifting rapidly—with tech innovation and evolving consumer habits at the heart of it.

Since disruption is now the norm, how can brands break through complexities and enhance their ad buys?  

Here are the biggest trends we’re seeing dominate the upcoming upfront cycle:

“Fragmented data” is a common phrase these days. But it doesn’t have to mean doom and gloom.  

With TV viewers constantly moving between different platforms, devices, and times, securing an accurate reading on consumer data has become more complicated. Relying on probabilistic data alone—a common practice across the industry for years—causes measurement issues and gaps in audience reach.

This has led to buyers struggling to reach targeted audiences while balancing budgets across platforms. Successfully navigating the new TV ecosystem means adopting an omnichannel media strategy. This ensures capitalizing on “total TV measurement”: the holistic analysis and view of cross-platform viewership.

Our Outcomes solution uses deterministic data to not only solve issues with fragmented viewership, but it also provides buyers with accurate results that reveal the ads consumers watch and which actions they take, all in near real time.

Yes, AI can be useful when tackling fragmented data. But basing ad campaigns solely on it is a big no-no. Thanks to AI-powered bots, click farms, and ad stacking, there’s the significant risk of ad fraud. This subsequently poses issues when it comes to recording ROIs, audience targeting, and ad spend.

AI also relies on limited algorithms. This is a major reason why we’ve built our Audience+ tool, so that we can provide accurate reporting and insights based on deterministic data.  

And since human touch is necessary when ensuring data gathering remains ethical and non-intrusive, we are committed to measuring data in a way that keeps this process privacy compliant.

TV audiences aren’t tuning in to just any streaming platform. Specifically, they're flocking to FAST (free ad-supported streaming TV) channels. In fact, here at AMC Global Media, we’re seeing a 41% growth across our FAST channel portfolio.

Long lauded for being a cost-effective alternative for consumers to enjoy their favorite content, FASTs are also increasingly becoming the home to major fandoms. Notably, sports leagues and rights holders—recognizing the value of reaching fans not hindered by a paywall—are shifting to FAST channels to gain greater brand exposure and increase revenue across live and near-live sports programming.

And it doesn’t stop there. FASTs are also powering more international content into the global TV ecosystem, connecting more passionate fans than ever.

Of course, to keep fans’ attention, FAST channels must work across the buy- and sell-sides to ensure any ads remain relevant to viewers without feeling overly personalized or invasive.

TV is not just a medium for brand awareness anymore. It's now a true performance channel, integral to driving full-funnel goals. Cross-platform TV platforms, inclusive of linear and streaming, don't just capture your targeted audience and their habits. They now track the consumer journey from beginning to end, fueling a more interactive experience that drives actual sales.

Now more than ever, TV is the full package for advertisers: anchored by the brand-safe, quality programming audiences love, now with enhanced data-driven targeting and insights to maximize the value of investments.



Sources: eMarketer (1, 2), Forbes, The Current, FAST Channels