Media Buying Briefing: Have media agencies really spent half their upfront dollars on streaming?

They say a watched pot never boils. That isn’t stopping media agency buyers from keeping a close eye on the ad spend flowing to streamers as this year’s TV upfronts season approaches the finish line.

By some counts, we’re on the cusp of streamers like Netflix and Amazon, alongside a bevy of FAST channels, nabbing half the dollars on the table — a significant tipping point. By others’ estimates (there’s no way of knowing for certain, since there’s no one organization or body that tallies up who spent what where in the upfront season) there’s still some waiting to do.

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