Broadcast Upfront Dollars Fell After Forecasts Predicted a Rise

Broadcast upfront ad commitments fell 5.3% to $8.63 billion in 2026, per Media Dynamics Inc. (Variety, 10 Aug 2026). In April, Variety had reported forecasts calling for a 5% uptick in broadcast ad dollars. Broadcast did not rise. It fell for a fourth straight year. Cable dropped 7.7% to nearly $8 billion. Streaming commitments rose to $13.2 billion.