Most marketers expect their 2026 budgets will increase or stay the same, according to a survey by iSpot, Martech Cube reports. Of those polled, 31.5% expect to boost their spending, while 41.5%
will hold steady. On average, they plan to allocate more than 37% of their 2026 TV budgets to Upfront buying, and 37% expect Upfronts to take up at least half of their budgets. And, 50% anticipate
spending increases in Social Video and Streaming/National CTV.