B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
9.1%
9.1% -- linear tv upfront spend growth rate for US linear TV upfront market (2025)
Linear TV upfront spending is projected by eMarketer to decline by 9.1% compared to the prior year.
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Lighthouse Research Team
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Evidence graded
Value
9.1%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
eMarketer
Primary
Tier B
https://martechtrend.com/amazons-strategic-play-in-live-sports-a-game-changer-for-advertisers/ ↗
Source Article
Amazon's Strategic Play in Live Sports: A Game-Changer for Advertisers - martechtrend
As the landscape of television advertising undergoes a seismic shift, fueled by economic uncertainties and the rise of streaming platforms, industry giants like Amazon are pushing boundaries to redefine the market. This year’s upfront negotiations bring to light a critical evaluation of advertising …
Original Research
eMarketer
· Original study ↗
Methodology
eMarketer projection cited by martechtrend
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
US linear TV upfront market: 9.1% linear tv upfront spend growth rate. Source: eMarketer (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/linear-tv-upfront-spend-decline-2025
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<blockquote cite="https://lighthousedata.io/data/linear-tv-upfront-spend-decline-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>9.1%</strong> -- linear tv upfront spend growth rate for US linear TV upfront market<br><small>Source: eMarketer (2025) · <a href="https://lighthousedata.io/data/linear-tv-upfront-spend-decline-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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