Cint Study Finds Growing Economic Uncertainty Among Consumers
Cint polls consumer confidence and releases Upfronts Report on TV viewership habits to help advertisers assess budgets and campaign planning during Upfronts season
NEW YORK, May 08, 2025 (GLOBE NEWSWIRE) -- New data collected by , the leader in research and measurement technology, paints a stark picture of consumer sentiment as the 2025 TV Upfronts season approaches. With economic uncertainty looming large, Americans are tightening their belts on summer travel and shifting their TV viewing habits. Cint's research reveals that:
- 73% of US respondents say affordability is a significant factor in their summer travel plans this year, with a striking 39% labeling it a major concern.
- 60% of respondents report that the current economic and political climate is influencing their choice of travel destinations.
- 58% say the economic climate is impacting their transportation choices for summer travel.
Meanwhile, as Upfronts negotiations heat up in early May, another Cint study on U.S. television consumption habits shows the continued dominance of streaming. A whopping 62% of respondents primarily consume TV via streaming services, nearly doubling the combined viewership of traditional cable (24%) and satellite (8%) television. These dual insights – strained travel budgets and booming streaming – have major implications for advertisers.
Streaming platforms are providing access to engaged audiences, but research indicates a strong consumer preference for ad-free tiers. Many viewers are willing to pay more to avoid interruptions. Concerns about ad fatigue are rising, with over half of respondents reporting they are likely or very likely to stop using a service if bombarded with ads. These trends are critical for advertisers, especially as consumers become more budget-conscious and smaller audiences tune into CTV ads, potentially impacting ad pricing.
"Our report highlights a sense of economic unease influencing summer travel plans, which is often an early indicator of broader consumer spending trends," said , SVP, Measurement at Cint. "Simultaneously, streaming's continued rise is undeniable. This presents a dynamic opportunity for advertisers as audiences focus on the value their dollar gets them. We're entering an era where understanding viewer preferences and delivering personalized, meaningful ad experiences is paramount, especially amid economic jitters.”
View the full streaming report .
About Cint
Cint is a global leader in research and measurement technology connecting brands, researchers, academics, or anyone with a question, to a network of over 800 suppliers representing millions of engaged respondents in 130+ countries. The Cint Exchange empowers users to gather insights at scale to build business strategies, develop research-enabled solutions, publish credible research, and more. Lucid Measurement by Cint, our advanced set of media measurement solutions, gives advertisers, media owners, and agencies the tools to measure the effectiveness and brand lift of cross-channel advertising campaigns in real time to optimize media performance while campaigns are live. Both products leverage Cint’s global network of suppliers including panel providers, mobile apps, loyalty programs, and other online communities. These companies use our audience monetization tools to monetize their communities by matching them to survey opportunities.
At Cint, we’re feeding the world’s curiosity.
Cint Group AB (publ), listed on Nasdaq Stockholm (STO: CINT), has a global workforce of over 800. Cint has offices in Stockholm, London, New York, New Orleans, Singapore, Gurgaon, and Sydney, among other locations.
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