Each year, we conduct a thorough analysis of the unit-by-unit advertising investment data from many of the US’s largest brands to uncover real-world changes and discuss trends across the ad-buying landscape. These findings are then put into a comprehensive guide covering our point of view on the years Upfront themes and our expert insights into the future of the industry. For Upfront 2017, we dug into our cost pool to uncover trends across the industry. Our cost pool is the largest of its kind and is based 100% on actual clients’ transactional media costs. Our robust pool is representative of the U.S. marketplace, making it the best way for brands to benchmark against top U.S. advertisers and identify improvements.
As the world leader in media effectiveness, our team of industry experts work with more than 80 of the world’s top 100 global advertisers to offer local expertise with market-to-market insight – we approach our work with an independent framework along with our marketing and media expertise to provide truly objective insights. Neither a publisher, agency, nor buyer, we strive for full transparency across the entire ecosystem.