Upfront Planning Resources

Latest Insights

Get the latest insights to help you have the most effective upfront season for your brand

25 Streaming Trends You Need to Know in 2025

Get the latest on ad-supported streaming, viewing behaviors, device & platform usage, and content quality

5 Advantages that Multiscreen TV Has Over Other Platforms

Learn how the premium attributes of multiscreen TV create a halo effect for marketers and make it the premier outcome driving platform.

The Power of Premium Video

What is premium video? Discover its 5 defining pillars that drive powerful brand outcomes

How New Advertisers Are Using TV To Ignite Interest & Turn Consumers Into Customers

See how premium video campaigns are driving website visits and searches for 1st time advertisers.

Laugh, Cry, Share, Buy

NGL, Gen Z stans streaming. See how premium video gives them all the feels – much more than TikTok, Instagram, Snap and others – and why that means big business for advertisers.

How Real-Life Shared Experiences Are the Antidote to Social Media Isolation Among Gen Z

Learn why brands looking to find and engage Gen Z should prioritize connections made through premium video, cinema and the other real-life communal experiences they crave.

Achieving Business Outcomes

How do I know my TV campaign will help deliver on my business outcomes? How have brands used multiscreen TV to drive full-funnel KPIs?

2025 Advertising & Marketing Report: How Marketers are Balancing Spend with Scale

Tatari's research reveals how marketing leaders and decision-makers across unique industries are creating impactful strategies - and why they’re leaning into one particular acquisition channel that’s been often overlooked.

Marketing Success Strategy: Embrace Innovation

Learn how utilizing innovative solutions can help marketers gain a competitive advantage

EDO White Paper: Share of Search Predicts Market Share Growth

Modern marketers need a more readily available metric that mimics market share, and is granular, timely, and reliably responds to day-to-day advertising decisions. Share of Search (SoS) is one such metric, as it is a predictive proxy for Share of Market (SoM), can be measured daily, and has been shown to respond quickly to both brand and product advertising, and even to the subtleties of detailed media and creative elements. EDO's latest research details why Share of Search should be a key metric in brands' measurement tool belts.

25 Ways TV Grows Brands

Distilling 10 years of analysis across 23 reports, 1,000+ brands and 80 categories down to the 25 ways TV delivers KPIs along the purchase funnel.

How can TV build buzz and interest for my brand online?

Through VAB’s decade-long studying of what drives business outcomes across the purchase funnel, we explore how brands are using TV campaigns to further build their online presence.

Is a TV campaign right for my business?

Answering Questions Marketers Have on How TV Drives Outcomes

Can I prove TV has a measurable financial impact on my business?

Answering Questions Marketers Have on How TV Drives Outcomes

Let's Get Down To Business

How Brand-Building Drives Outcomes for Innovative B2B Advertisers.

Let it Grow

How Brand-Building Drives Outcomes for Innovative B2B Advertisers.

What are the 7 Key Reasons Advertisers Launch TV Campaigns?

See how brands are successfully leveraging the key benefits of TV campaigns to drive business results

Shortening the Path to Purchase

Custom analysis that shows how new opportunities in Shoppable TV are igniting viewer engagement and brand performance

Stream On

23 real-world case studies highlighting how video streaming drives brand success

Quality, Brand Safety, Ad Fraud and Transparency

Learn why marketers should be prioritizing quality ad environments and brand safety and what they can do to mitigate the risks presented by digital ad fraud and opaque advertising platforms.

What is Brand Safety?

Learn how brand safety & suitability strategies are essential to strengthening brand reputation.

Marketing Success Strategy: Demand Transparency

Learn why questioning your video ad partners is key to brand safety and business growth

Marketing Success Strategy: Prioritize Quality

Learn the importance of value when selecting video ad platforms

The Consumer Connection

Understanding the Effect of Quality Across Media Platforms

Hidden Costs

3 reasons why understanding the risks of digital ad fraud and ad-tech transparency is critical for marketers

The Credibility Crisis

Learn which news platforms viewers trust and how brands can align with that content to build consumer relationships.

What is Digital Ad Fraud?

Learn key terms and concepts and equip yourself with tips and strategies to mitigate ad fraud for your brand.

What Is The Digital Video Supply Chain?

Learn how to successfully navigate the complexity of the digital video supply chain.

VAB Investigation

Did YouTube allow for targeted campaigns to be served on “Made for Kids” channels?

Convergent TV

What is Convergent TV and how might it impact how I plan, buy and measure my multiscreen TV campaigns?

15 Need-to-Know Streaming Trends

Did you know that 8 in 10 streamers can be reached through ad-supported streaming content? Strengthen your streaming campaign or platform with these 15 essential insights on what’s new in streaming behaviors.

TV Upfront Historical CPMs

For VAB member's only, view historical broadcast and cable primetime CPMs for A18+ from 18 broadcast seasons, from ‘06/’07 to '23/'24.

What is TV?

View the modern consumer's definition of TV along with other related terms and industry trends to watch out for.

The FAST and the Curious

4-part series answering common questions about Free Ad-Supported Streaming TV (FAST)

Untangling Terminology Within Streaming

7-page glossary to clarify the most commonly used video streaming terms covering devices, services, behaviors and more.

Measuring Campaigns

How should I think about measuring my campaigns? Are there new methodologies I should consider?

Marketing Success Strategy: Adopt Alternative Measurement Solutions

Learn the importance of leveraging and embracing modern measurement solutions

Advanced Measurement Solutions Directory

This guide provides clarity on the topline capabilities of measurement solutions in the video ecosystem today. It features the capabilities of 14 inaugural partners and several case studies showcasing their effectiveness across a range of KPIs.

What’s the Deal with Viewership Data Collection?

Learn more about the most common ways data is collected, the metrics used in cross-platform video measurement and how to ‘future-proof’ your measurement plans.

What’s the Deal with Identity?

Get a closer look at Identity, the role it plays in video measurement and answers to the most commonly asked questions.

What’s the Deal with Engagement?

Answers to the most commonly-asked questions about measuring ad engagement, from the factors that increase it to the new metrics helping marketers better quantify it and its impact on a campaign.

What’s the Deal with Outcomes?

Answers to the most commonly-asked questions about measuring ad outcomes. Learn the ideal components to measuring them, common examples, best practices and lots more.

What’s the Deal with What’s Next in Measurement?

View 5 future trends within video advertising measurement that will empower marketers to measure the impact of their multiscreen TV campaigns more effectively.

You Oughta Know

Why All Impressions Aren’t Created Equal & What It Means for Video Measurement

Targeting

How should I think about targeting? Should I evolve my targeting approach from one that’s demographic based to audience-based?

Navigating TV Advertising's Data Revolution

In this complimentary ebook, MRI-Simmons breaks down four key strategies for marketers to lean in and take real action throughout the entire advertising process to improve business outcomes.

Advanced TV Resources

Data, analysis and insights to help reimagine how you plan, buy, measure or sell multiscreen TV campaigns.

Unlocking Brand Growth with Audience-Based Buying

A fresh look at how marketers are adopting innovative TV strategies.

Reaching the Right Audiences

Why brands and agencies are increasing their adoption of audience-based TV buying – results from a survey of over 200 marketers.

Diverse and Lucrative Audiences

What are the current demographic trends and how can I develop inclusive media strategies to engage with growing, lucrative and diverse audiences?

VAB DEIB Marketing Resources

These guides, reports, videos and infographics will prepare and inspire you to create authentic and business-driving strategies that engage diverse audiences.

6 Strategies for Developing Inclusive Campaigns That Drive Outcomes

Build deeper connections with all consumers and generate stronger engagement.

7 Ways for Brands to Successfully Engage Diverse Audiences

Guidance to develop more effective and inclusive marketing strategies.

Competitive Landscape

What does the competitive landscape look like? What are the fastest growing brands and categories? Which new competitors have entered the marketplace that my brand should be aware of?

Welcome to TV - Full Year 2022

Learn more about the 303 new advertisers across 71 product categories that invested over $1.3 Billion in national TV in 2022.

Welcome to TV - First Half 2023